Swag gets a new definition as Snapchat and Pepsi partner for new campaign

Snapchat has partnered with beverage brand Pepsi to create the platform’s first Interactive Augmented Reality (AR) Lens in India. The unique Lens is a part of Pepsi’s ‘Har Ghoonth Mein Swag’ summer campaign, which is a progressive approach to truly reflect the self-belief of today’s generation.

The Lens marks an important collaboration between both youth-oriented brands and reiterates Pepsi’s celebration of the word that defines today’s millennials’ – SWAG. The Lens is accompanied with additional ad formats such as Filters and Snap Ads, giving Snapchatters 360 access to the brand’s ‘Har Ghoont Mein Swag’ philosophy.

The Interactive Lens takes the form of an innovative augmented reality experience. The ‘choose your own journey’ game allows users to control their experience depending on the answers they choose for different scenarios.

“Snapchat is a highly engaged platform and users spend 30 mins every day on the app creating and engaging with content. We are very excited for this launch with a high energy brand like Pepsi, setting the tone for the year”, says Akshay Mathur, CRO Tyroo and Business Head Snapchat-Tyroo partnership

Tarun Bhagat, Director - Marketing, Hydration and Cola, PepsiCo India said, “Pepsi is a brand which has always resonated with the voice of today’s generation. As part of the ‘Har Ghoont Mein Swag’ campaign, the brand is activating those platforms which our consumers have the strongest affinity to. Snapchat allows our consumers to interact with the brand in the truest sense – it gives them a visual representation of ‘swag’ depending on the choices they make.”

To enjoy the ‘Har Ghoont Mein Swag Hai’ filter, users will have to answer a set of quirky questions, each of which contribute to their ‘swag’ score. A swag cap, sunglasses and jacket augment onto the user’s face as they answer the swag scenarios correctly. 

Pepsi will become the first brand on the Snapchat platform to run Snap Ads that deep link to a Lens in India. Filters inspired by the campaign will continue to be available on the platform for a week, in a bid to give users a chance to continue engaging with the brand.