Recently, afaqs! reported on Pepsi's outdoor campaign, executed on bus shelters, to drive participation through phone calls for its What's Your Way contest. Now, the beverage giant has partnered with Fever FM for an activity titled 'Pepsi My Show My Way'.
As a part of this on-ground activity, youngsters were asked questions pertaining to their life and situations they face. A 10-foot high mobile radio studio was built in the shape of Pepsi My Can. Radio jockeys from Fever FM, including Paran, Vidhi and Tuhin hosted their shows live from the customised studio.
The mobile studio frequented youth hangouts across Delhi University campuses, and at Lajpat Nagar, PVR Saket and South Extension II. In the next few days, the activity will go to Mumbai.
"Youth is no more attracted to regular road shows conducted on stages and canters. That is why we decided to come up with the idea of a mobile studio," he adds.
For the record, with a view to focus on youth-related programming, Fever FM is also associated with Youth Nexus, an annual event at Delhi University.