Pepsi has been a brand known to stir up the youth and therefore their advertisements always play around this theme. This time the brand has stepped up to question the existing gender stereotypes and empower women to follow their passion with their latest campaign. Samantha Prabhu joined the Pepsi team as their newest brand ambassador to be the voice of women.
Rising on the tide of success, after playing powerful characters in shows and films, Samantha Ruth Prabhu is now an established star in the whole of India. Ms Prabhu is a non-conformist who does not abide by senseless rules of the society. She is a woman who lives life on her own terms. Many professional and personal challenges were thrown at her, but she is known to fight them with utmost grace.
Pepsi India’s latest campaign focuses on the societal narrative around women and how it’s time for them to fight back. Who better to play the part than Samantha Ruth Prabhu who is a living proof of this.
In the campaign, three different settings are shown where the society thinks it’s okay to intervene. The first is a wedding scene where a few people comment about how women should be married by a certain age. In the second narrative, a gentleman passes a derogatory comment on women who work till late and the third scene establishes women as delicate entities and rather obviously, it is the hero who has to take the burden of action sequences.
Samantha breezes across these settings giving an honest but a befitting reply to the vishesh tippani of the society. She represents the modern women who have big aspirations and an even bigger commitment to fulfil these aspirations.
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The simple 3 word campaign, “Rise up, Baby” pushes women to break these shackles that we have internalised. It urges them to tap in their potential and pay no heed to these baseless societal norms.
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. Samantha Ruth Prabhu is the epitome of the independent, bold, and free-spirited modern Indian women, and therefore resonates perfectly with our positioning of ‘Rise UP, Baby!’. We welcome Samantha to the Pepsi family and are extremely thrilled to work with her for many more disruptive campaigns going forward.”
Commenting on the campaign, actress 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 campaign is released across mediums including television, social media and outdoor campaigns. This wholesome approach will help the brand reach a larger audience and communicate their message to all nooks and corners.
We absolutely love the campaign and are currently drooling over the gorgeous Samantha Ruth Prabhu who looks magnificent.
