PepsiCo Scores Global Hit With Partnership In India

Pepsi's Q1 efforts in India show how the right partnership can help lead to global success.

• In Mar. 2026, Pepsi's global Instagram video views blew up, increasing by nearly 10x month-over-month from 324 million views to 3 billion views.
• What did the trick for Pepsi? A partnership with "it couple" Ahaan Panday and Aneet Padda in India, who were the face of a youth-focused campaign that spurred billions of views and significant engagement – while making Pepsi a key part of their personal story.
• The collaboration scored with audiences because it came off as genuine, had a musical component and played directly to its regional audience. As a result, the video was Pepsi's biggest ever on Instagram, and helped create brand affinity that can drive sales.

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