By early 2020 the world woke up to unprecedented times. Shrouded by uncertainties of a raging pandemic, Indians were worried about their health and wellness, and this led to a general avoidance of consuming all things cold. Also, people chose to stay indoors and very few stepped out to enjoy food and drinks. So, while the relevance of icy-chilled drinks was understandably low, nothing stopped Pepsi from remaining socially and culturally meaningful.
As India started the ‘unlock’ process, both people and brands faced a new reality. Struggling to adjust to the changing norms and behaviour, especially when it came to human contact. There were restrictions - the most basic of all, greeting one another. Hugs and handshakes were a strict no-no. But India has a ‘chalta hai’ attitude (rules are not always followed. We tend to flout them thinking “nothing will happen”).
