ver since the youth became the hottest target audience in the country, and technology became accessible to more than a few people, every marketer wanted to jump on to the bandwagon. A familiar dovetailing of these two concepts is visible in this example. Pepsi became the first FMCG major to launch a mobile phone portal.

The portal called Pepsi Globe Smart Client is being launched in association with tech major Yahoo! It went live in early April. The portal will reside on mobile handsets as a �Pepsi Globe' and will provide easy access to the Pepsi Zone where subscribers can access variegated content like cricket, Bollywood and music previews, contests, television ads and promotions. Subscribers can also purchase wireless content and watch videos without actually having to log on to the net. With this initiative, Pepsi claims it can treble its mobile user interface mediums with SMS, WAP and WAP Client. Why did Pepsi do it?... more