Pepsi has partnered with actor Ranveer Singh to bring to life its new catchphrase ‘Rise Up, Baby!’. The campaign features a remix of the 1991 cult classic ‘Yahaan Ke Hum Sikandar’. The campaign also includes a film featuring brand ambassador Ranveer Singh.
Pepsi said that it believes in empowering youth with self-expression, self-confidence, and self-belief. This new brand positioning aims at the pairing of Pepsi and the youth.
“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.” said Saumya Rathor, category lead, Pepsi Cola, PepsiCo India.
“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’!” said Ranveer Singh.