It’s about to get hot in India, and just like every year, Pepsi is back to cool things down with its marketing banger. A clear rebellious, youth-centric strategy, a new tagline, and, this time, a new ambassador Ranveer Singh!
We know him for his energy and quirky personality. However, Ranveer has been trolled repeatedly for his bold choices, making him ideal for Pepsi’s new campaign, Rise Up.
The campaign, as always, targets young India, aka Gen Z. Patriarchal norms are the biggest roadblocks that today’s generation struggles to break through.
With its vibrant ad, Pepsi delivers a direct message to young Indians, i.e., “sabka sunneka, khudka karneka,” which indicates the youth to fulfill their ambitions and dreams without worrying about “log kya kahenge.”
The latest campaign justifies the brand’s belief in evolving youth ideologies and leading them toward individualism. Hence, becoming a digital voice for the newbies.
Unlike Coke, whose brand emotion is happiness, Pepsi projects itself as a rebel brand, be it Dil Mange More campaign, Har Ghoot Mein Swag Campaign, or Rise Up Baby!
Let’s roll back in time to reminisce about Pepsi’s iconic campaigns.
Rise Up Video
Har ghoot mein swag
Yeh dil maange more
Yehi hai right choice baby
With different concepts, messages, and same ideologies, Pepsi successfully continues its occasional marketing with a new campaign, “Rise Up, Baby,” for this summer.