Campaign India Team
Apr 27, 2023

Pepsi takes on gender stereotypes with Samantha Ruth Prabhu

Watch the film conceptualised by Leo Burnett here

Pepsi has rolled out the second film part of its 'Rise Up' campaign that has been conceptualised by Leo Burnett.
 
After the film featuring Ranveer Singh, now the brand has got Samantha Ruth as brand ambassador. In the film, Prabhu aims to take on gender stereotypes and urges women to follow their passions.
 
Among the stereotypes featured in the film are not being married by a certain age, shamed for staying out late for work or taking up a lead action-oriented role. 
 
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 woman 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.”
 
The campaign will be spread across TV, digital, outdoor and social media.  
Source:
Campaign India

Related Articles

Just Published

7 hours ago

India dominates Effies APAC 2024 finalists

No less than 47 of the 121 APAC finalists hail from India, more than Australia and New Zealand, it's next two competitors, combined.

8 hours ago

Beyond rainbow logos: Navigating Pride month in the ...

While some brands genuinely care about, and support, the LGBTQ+ community through the year, others indulge in rainbow-washing during Pride Month just to be trendy.

8 hours ago

Campaign Global Agency of the Year Awards 2023: ...

India's White Rivers Media grabbed the silver in the Independent Digital Agency of the Year category at the inaugural ceremony.

9 hours ago

IAS partners with Pinterest, Reddit to provide ...

The partnerships will give global advertisers an additional layer of third-party transparency as they reach and engage with social media platforms.