Pepsi has launched its latest brand campaign, ‘Rise Up, Baby!’ which aims to empower the youth of India to be confident and true to themselves without seeking validation from society.
To bring this campaign to life, the beverage brand has partnered with Bollywood actor and brand ambassador Ranveer Singh.
The campaign features a foot-tapping remix of the 1991 cult classic, ‘Yahaan Ke Hum Sikandar’, as well as a TVC starring Ranveer Singh, who encourages a young boy to follow his dreams despite societal pressures.
Saumya Rathor, Category Lead, Pepsi Cola, PepsiCo India, commented, “PEPSI is a brand which has always resonated with the voice of today’s generation. We stand by the youth of India in their journey to the top against the odds and encourage them to be authentic, be bold, be themselves. This summer, Pepsi will empower them to break free and rise above and own who they are. We are absolutely thrilled to partner with Ranveer Singh who’s personality and irrepressible spirit embodies Pepsi’s core philosophy. We have entered the year with exciting developments and are confident that our consumers will grow a strong resonance with the ‘Rise Up Baby’ campaign.”
Commenting on the association, Ranveer Singh said, “I am a free-spirited person. Pepsi celebrates freedom, self-expression, and confidence. This philosophy matches very naturally with my personality and hence I feel this partnership is essentially resonant. I am someone who has always followed my heart. I believe we all have that fizz inside of us that lets us break free from the constructs of society and ‘Rise Up’! I am delighted to be a part of the grand Pepsi legacy!”
Watch the film here:
