Yash encourages irrepressible India to 'Rise Up, Baby!' in Pepsi's new campaign

Celebrating its 125th year with a new positioning “Rise Up Baby!”, Pepsi has rolled out another summer campaign featuring actor 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.

This TVC showcases how as an individual people are constantly surrounded by a sea of voices. The sea of voices is constantly telling them what to do, what to like and whom to swipe and if one listens to the societal voices too much, they will judge, control, and soon enough drown them. 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!  

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!”

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 fans over Instagram.

The film will be amplified over traditional and digital platforms across the country.   

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