NE NEWS SERVICE
NEW DELHI, MAY 31
As people in India and globally, are gearing up to embrace the new normal, traditional greetings like Salaam or Namaste have never been more relevant. In an endeavor to make these contactless Indian greetings a part of the pop culture, and promoting this campaign by Pepsi, on the social media is none other than actor Salman Khan, the brand ambassador of the popular beverage company. The video campaign aims at inspiring the world that greeting each other with Salaam or Namaste is a perfect way to ensure social distancing and yet maintain connections responsibly.
The campaign is an extension of the youth-centric campaign – ‘SWAG SE SOLO’ and is based on three relevant insights – the cultural insight which recognises salaam and namaste as an inherent part of the nation’s culture; the social insight which recognises the importance of social distancing in the new world; and the consumer insight which recognises the people’s need to express themselves in a fun and engaging manner.
Speaking about the campaign, Salman Khan said, “Social distancing is the need of the hour and I am proud to partner with Pepsi in this culturally relevant campaign. All our life, we have been taught to care about others, and to maintain social distancing in today’s times, is an extension to that lesson. I truly believe that there is real swag in greeting people with Salaam & Namaste as you are not only keeping yourself safe but others too, in the process. Together, Pepsi and I, salute people who are embracing these contactless forms of greetings.”
After Khan, who will be seen in the film Radhe next, launched the campaign #SwagStepChallenge, a slew of actors and even his fans took to social media and emulated his moves. From Jacqueline Fernandez, who was recently seen in a music video with Salman, to choreographer Remo D’Souza and Big Boss 13 fame Shehnaaz Gill, Asim Riaz, Himangshi Khurana, they all took the challenge.
A PepsiCo India spokesperson said, “Existing habits and beliefs have never been challenged as much as they are being today. Social distancing will take center stage as people step out of their homes once again.”
