Band,Baaja & Pepsi this Ganesh Chaturthi with #PepsiBoomBox

Ganesh Chaturthi brings out the best of Mumbai – the pandals light up the streets, the idols are dressed up and the sweets are laid out in every home. But what’s Ganesh Chaturthi without lots of gaana, bajaana and euphoria?

As the streets of Mumbai reverberated with the sound of ‘Aala Re Aala’ yesterday, there was one visarjan truck that bid goodbye to Lord Ganesha a little differently. The #PepsiBoomBox visarjan truck was the iconic youth brand’s tribute to aamchi Mumbai’s favorite festival. With a first of its kind live moving concert this festive season, Pepsi rallied Mumbai’s youngsters into their own unique celebrations. College bands were encouraged to battle it out to win a chance to perform with the country’s favorite indie rock band Euphoria.

The journey of #PepsiBoomBox began with a radio and on- ground competition where the brand invited budding college bands to participate in its ‘Pepsi Band Baaja’ contest, by uploading a quick video of their performance on social media. The best bands were handpicked and invited to perform in front of a live audience at the Juhu Pandal. 

True School of Music’s ‘Aankh Micholi’ band emerged victorious and belted out their favorite tunes atop the #PepsiBoomBox visarjan truck yesterday. Their infectious energy had the audience swaying to their own compilations such as Sacchai, Amma, Darad Athaa Hai and Bindiya Tori, throughout the three-hour journey from Juhu Cha Raja Pandal till Juhu Beach.  

Their spirited routine was followed by an exhilarating performance by the country’s favorite indie-rock band, Euphoria, who regaled audiences with their classic songs Dhoom and Maaeri.

Speaking about the event, Raj Rishi Singh, Director Marketing, Pepsi, PepsiCo said, “Our Pepsi Moments campaign earlier this summer received unprecedented positive feedback and we are delighted to present it to audiences again with a festive twist. As a brand that has defined popular culture in the country for decades, the idea of the #PepsiBoomBox visarjan truck mirrors the lives and interests of millennials and encourages them to let go, follow their passion and seize every moment.”

Continuing with their localized approach, Pepsi goes local this Ganesh Chaturthi with a range of limited edition bottles, which feature the festive slogan ‘Aala re aala’ on them.

Euphoria front-man Palash Sen said, “Pepsi has defined the attitude of India’s youth for over two decades now. The idea of living in the moment and being spontaneous is something which Euphoria strongly believes in and have always championed through our songs. We are very excited to be associated with Pepsi and are looking forward to engaging audiences and rocking the Ganpati visarjan this year on the #PepsiBoomBox truck – it’s a one of a kind concert that we have never done before!”

By collaborating with Euphoria, a band which has defined the independent music scene in the country, #PepsiBoomBox allowed the brand to celebrate the festival in a way which truly defines the bindaas attitude of the youth of the country. The tunes of Aankh Micholi and Euphoria are sure to inspire all the mulgas and mulgis to live in the moment and celebrate spontaneity.

Pepsi has supplemented the #PepsiBoomBox experience with a 360-degree marketing plan, which began last week. The campaign is supported by massive outdoor & digital surround. The edgy localized PET bottles with the festive slogan printed on it, will be available to consumers across all modern and traditional outlets across Mumbai until stocks last.