New Delhi: PepsiCo India has expanded its energy drinks portfolio with the launch of Adrenaline Rush®, a premium international energy drink brand introduced alongside a new campaign film built around the proposition “A-Rush, A-Game On.”
The launch marks PepsiCo India’s latest move to strengthen its presence in the growing energy drinks category, particularly among Gen-Z consumers seeking products aligned with performance, focus, and ambition.
Positioned in the fast-growing mass premium segment and priced at INR 60, Adrenaline Rush® will be available in two variants — Passion Rush and Classic Rush — in a sleek premium can format. The drink is powered by caffeine, taurine, and vitamins, with Passion Rush positioned for “Ultimate Focus” and Classic Rush designed for “Ultimate Performance.”
The company said the product combines bold taste, functional superiority, and contemporary design to deliver a differentiated energy experience for young consumers.
Alongside the launch, PepsiCo India has rolled out a high-energy campaign film that captures the drive and hustle of a generation striving to unlock its full potential. Built on the insight that “when it’s in your name, you want to bring your A-Game,” the campaign positions Adrenaline Rush® as a companion for consumers pursuing passion-led ambitions.
The film highlights Gen-Z passion points such as photography and parkour through cinematic storytelling and high-energy visuals, while aiming to resonate with audiences through creator-led storytelling, internet culture, and social conversations.
Commenting on the launch, Diksha Bajaj, Category Lead – Energy Drinks, PepsiCo India, said, “With Adrenaline Rush, we want to create a brand that is truly designed for the new generation. Right from the insight of ‘when it’s your name, you bring your A-game,’ to the passion points, the visual world and language of the film, the bold packaging, product, and its claims, ‘Ultimate Performance’ and ‘Ultimate Focus’, the entire mix represents the new generation. The campaign reflects the spirit of a generation that is constantly pushing boundaries and striving to unlock its full potential. We want to celebrate the dedication, intensity, and hustle behind every achievement, while building a brand that inspires consumers to pursue what matters most to them.”
Adding to this, Tarun Bhagat, Chief Marketing Officer, India BU Beverages, PepsiCo India, said, “The energy drinks category in India continues to witness strong momentum, with consumers increasingly seeking products tailored to different occasions, functional needs and aspirations. Our focus is on driving category growth through a portfolio approach that addresses evolving consumer preferences across segments. With Adrenaline Rush®️, we are strengthening our presence in the premium energy drinks segment with a can format offering differentiated benefits of ultimate performance and focus, complemented by a compelling brand experience designed for today’s youth.”
CEO of Kinnect, Chandni Shah, commented “The most successful brands today don’t just occupy a category, they occupy a belief system. With Adrenaline Rush®, we saw an opportunity to build a brand that stands for the drive, focus and self-belief that fuel a generation’s ambitions. ‘A Rush, A-Game On’ is rooted in a simple but powerful truth: people want to show up at their best for the things that matter to them. That’s what gives the platform relevance beyond the launch and the potential to build long-term cultural resonance.”
To this, Neville Shah, the CCO of Kinnect, added, “A lot of communication in this category tends to dramatise the reward. We were more interested in the effort. The focus before the shot. The practice before the performance. The hundreds of invisible moments that come before success. That’s what made the campaign feel relevant to a generation that values the grind just as much as the outcome.”
Adrenaline Rush® will be available in single-serve cans across modern trade and traditional retail outlets, as well as on leading e-commerce and quick-commerce platforms across key Indian markets.
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