10 October 2024 12:03 am Views - 103
From left - Sandeep Kumar, Country Head, Varun Beverages Limited (VBL) - Sri Lanka, Manmohan Paul, Chief Operating Officer, Varun Beverages Limited (VBL) – South India & Sri Lanka, Tanu Sinha - Head of Design, PepsiCo India & South Asia, Anuj Goyal, Associate Director - Marketing, Area Countries, PepsiCo and Munish Dhawan, Country Head, Area Countries, PepsiCo)
Honouring its 125 years long legacy,Pepsi, a brand that has been at the center of global pop culture, unveiled its new identity in Sri Lanka recently through its groundbreaking campaign, ‘Pepsi Street Kala’.
The ‘Pepsi Street Kala’ campaign represents a groundbreaking moment for the brand, introducing its revamped brand identity through public art for the first time globally. With 17 murals featured across the country, this initiative is an attempt to democratize art through dynamic experiences that invite public interaction and make art and culture more accessible.
Pepsi celebrated this milestone with a spectacular launch event at the iconic Lotus Tower– South Asia’s tallest self-supported tower. The event brought its bold identity to life through immersive experiences, captivating the audience from start to finish.
Media, influencers and individuals from the art community in Sri Lanka enjoyed a sensory feast, with the aura of Pepsi resonating throughout, showcasing the brand’s vibrant spirit. The highlight of the evening was the illumination of the Lotus Tower in Colombo with Pepsi’s new bold colors, transforming the city’s skyline.
Speaking on the launch, Anuj Goyal, Associate Director, Area-Countries Region, PepsiCo said,“Pepsi has consistently been at the forefront of youth culture and with this initiative, we are extending that dedication to the streets of Sri Lanka.The new Pepsi logo represents a bold new chapter for Pepsi, bringing it to life through street art with the ‘Pepsi Street Kala’ campaign – enabling us to expand the horizons of visual narrative.
The grand launch event, including the striking projection of our brand colors at the iconic Lotus Tower and the murals altogether, are a celebration of youth, creativity, and the spirit of Pepsi.”
Also commenting on the launch, Sandeep Kumar, Country Head at Varun Beverages Limited (VBL) – Sri Lanka also added, “We are excited to bring the ‘Pepsi Street Kala’ campaign to life in Sri Lanka, showcasing the refreshed brand identity of Pepsi.
This campaign and today’s event celebrates creativity, culture, and the unbreakable bond Pepsi shares with the people of Sri Lanka. We’re proud to be part of this milestone that reflects the vibrant energy of the Pepsi consumers, while integrating public art experiences in their routine commute.”
Flagship streets across Sri Lanka are featuring vibrant murals that celebrate Pepsi’s refreshed identity and bold new logo. Strategically placed at iconic locations such as the Sri Lanka Tennis Association, Nawala, Welisara, and the railways stations at Kollupitiya, Wellawatte, Rathmalana, Bambalapitiya, the murals have become popular selfie spots for locals and travelers. These visually immersive artworks are renditions of how artists see Pepsi connecting with Sri Lanka’s youth, highlighting themes like food, music, dance, culture, and sports.
Pepsi has brought together a mix of 90 artists, who have infused their creativity into this campaign. These talented individuals have helped create vibrant murals that reflect the boldness of Pepsi while celebrating Sri Lanka’s rich cultural heritage.
Their month-long hard work now reflects on more than 8,000 square feet, showcasing a dynamic fusion of food, music, lifestyle, and sports—key elements that resonate with the country’s youth and make Pepsi a brand that speaks to the heart of their experiences.
The murals from the ‘Pepsi Street Kala’ campaign, will be on display for limited period, offering both the public and tourists a chance to engage with the brand in a completely new way. Follow #PepsiStreetKala online to know more.