Pepsi has announced Ravir Singh as its brand ambassador as it introduces a new tagline – “Rise up, baby!” The change in tagline coincides with the time of the year when the demand for cold beverages is generally highest.
Commenting on the partnership, Saumya Rathore, Category Lead, Pepsi Cola, PepsiCo India, said, “Pepsi represents the spirit of youth in a bottle and for us, Ranveer embodies that spirit perfectly. Ranveer stands for the brand ethos is – whether it’s effortless, daring, or an argument for being your true self. We are thrilled to have her on board and are confident that consumers will love the magic we want to create together.
The cola brand is changing its tagline after a gap of four years, as it seeks to capture the news base of young consumers entering the segment. Brand Pepsi has also entered its 125th year globally.
the brand is already Salman Khan as its brand ambassador, and is also adding KGF star Yash to the list.
Pepsi has come up with several taglines, some of them memorable songs for their era, over the years to connect with the Indian consumer.
In 1992, it had “Yeh Hai Right Choice Baby”, which was followed by “Yeh Dil Maange More” in 1998.
Before “Rise Up, Baby”, its tagline was “Har Ghoot Mein Swag”.
Brand experts say cola brands will have to revamp their marketing strategies to remain relevant to consumers and enter the league of loyalists.
“Cola brands are constantly attracting new consumers. A campaign launched five years ago may not be relevant even today,” said Sandip Goel, managing director, Rediffusion.
He explained that celebrity brands have the highest types of guns and machinery available for hire, while cola brands always choose the ones with the most popular and broadest appeal.
“Pepsi has to differentiate between Ranveer for Thums Up versus Ranveer for Pepsi,” Goyal said.
The cola brand will also launch a remix of the 90s classic song “Yahan Ke Hum Sikandar” featuring Singh as part of its new campaign with the latest tagline.
While summer is a strong season for beverage consumption, Rathor expects occasion-based consumption to continue to grow for Pepsi.
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