Bangalore, March 23, 2023: Pepsi® is the spirit of youth in a bottle and as the quintessential culture creator, Pepsi® has constantly strived to be embedded in the cultural fabric of India. Celebrating its 125th year with a brand-new positioning “Rise Up Baby!”, the brand has rolled out yet another summer campaign with rocking star Yash.
A tribute to the spirit of Pepsi®, the campaign aims to empower the youth of India that own who they are without seeking validation through society. Building on this very philosophy, this allegorical TVC showcases how as individuals we are constantly surrounded by a sea of voices. The sea of voices is constantly telling us what to do, what to like and whom to swipe and if we listen to them to the societal voices too much, they will Judge us, control us, and soon enough drown us. Embodying the persona of the irrepressible Pepsi® guy, Yash encourages everyone around him to challenge this noise, follow their hearts and just Rise up Baby!
Commenting on the association, Saumya Rathor, Category Lead, Pepsi Cola, PepsiCo India, said, “The response we have received since we joined hands with the Yash has been nothing short of phenomenal as the country has truly appreciated this epic partnership. As promised, we are back with a blockbuster film featuring Yash, embodying our all-new campaign. He narrates the new positioning in his extraordinary style, empowering the youth with self-expression, self-confidence, and self -belief. The TVC echoes the irrefutable truth that this generation truly is Unstoppable and Gravity has absolutely nothing on them!”
Sharing his excitement on the new campaign, Pepsi®️’s ambassador, rocking star Yash said, “This film is very personal to me as it encourages one to be confident, expressive and a go-getter, despite all odds. It reflects the voice and purpose of the younger generation today. I had a great time shooting for this film and I hope the audience will enjoy and relate to it, the way I did.”
The campaign film was unveiled by Yash as he posted the video reverberating the ‘Rise up Baby!’ attitude with millions of fans over Instagram. The film will be amplified over traditional and digital platforms across the country.
