Pepsi has introduced its latest brand campaign, “Rise Up, Baby!” which showcases actress Samantha Ruth Prabhu as the company’s newest brand ambassador.
The company states that the campaign’s objective is to inspire women to pursue their passions and unyielding convictions and challenge the societal norms that have been imposed on them. The campaign depicts common situations that Indian women face regularly, such as being scrutinized for not getting married by a particular age, being criticized for working late or assuming a proactive leadership role.
Speaking on the campaign, Saumya Rathor, Category Lead, Pepsi Cola, PepsiCo India, said, “Pepsi has always strived to reflect the synergy of the younger generation. Through our last two campaigns, we aimed to portray the irrepressible spirit of the youth as they rise above societal norms. For this campaign, our focus was to offer an empowering campaign for the women of India and pay a tribute to their unwavering self-belief and self-confidence.”
Commenting on the campaign, Director Punit Malhotra, said on the TVC, “I am looking forward to directing the new Pepsi film, which has been a creative and exciting project from start to finish. Pepsi is a brand that is known for its iconic campaigns and cutting-edge marketing strategies, and I am honored to join them as they introduce the powerhouse that is Samantha Prabhu. She has been a wonderful collaborator in this project, embodying the spirit of Pepsi with her hard work and dedication. I am excited to have worked with such a dynamic team, and I am confident that this new film will make a lasting impression with audiences everywhere.”
Moreover, the phrase “Rise Up Baby” pays tribute to the liberated women who refuse to let others determine their value, and instead choose to lead their lives according to their own beat. The campaign strives to encourage all women to embrace their lives with unshakeable self-assurance, genuineness, and fortitude.
Actor Samantha Ruth Prabhu, said, “I strongly believe that women should always follow their hearts, shattering the stereotypes that society has set for us. The campaign, was therefore, even more special for me as it exemplifies the unshakable and persistent spirit of the women of this generation while inspiring them to wear their quirks on their sleeves. I am truly excited to be associated with Pepsi and cannot wait for fans to get inspired by the campaign and ‘Rise Up, Baby!.”
The new 360-degree campaign will be promoted extensively across multiple platforms, including television, digital media, outdoor advertising, and social media.
