This summer, PEPSI brings to life the catchphrase that is set to define 2023 – ‘RISE UP, BABY!’
To bring this campaign to life, the beverage brand has partnered with Bollywood actor and brand ambassador Ranveer Singh.
A Musical Anthem defining the youth of India in 2023:
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. This song is curated with all the ingredients that make a song a Hit- Ranveer Singh, His Charm, His Moves.
Pepsi has always been synonymous with the voice of the youth and believes in empowering them with self-expression, self-confidence, and self-belief. This dynamic match between Pepsi and Ranveer is sure to enthrall audiences across the country. 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!”
Saumya Rathor, Category Lead, Pepsi Cola, PepsiCo India, commented, we are absolutely thrilled to partner with Ranveer Singh whose 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.”
Ultimately, one comment provokes him when a father asks his young son to not choose a particular professional stream. Ranveer calls out to the young boy and encourages him to follow his dream implying that the world will always pull him down, but you need to Rise Up against meaningless societal judgments/norms.
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