Beverage maker PepsiCo has appointed actor Ranveer Singh as its brand ambassador and also unveiled a new campaign targeting younger consumers as it gears up for a prolonged summer that could help lift sales of cold drinks.
* Singh joins Pepsi's growing league of celebrity endorsers. In 2019, the brand roped in actor Salman Khan.
* It also announced popular Kannada actor Yash, of KGF-fame, as the brand’s new face. A leading female actor could soon join the brand’s summer campaign that Pepsi is running under the “Rise up Baby" theme.
* India is expected to see intense summers, the season is also a covid-free one prompting brands to leverage demand for cold drinks and cooling appliances.
* “Rise up Baby is a youth movement, and we are bringing it alive in different flavors. So, one flavor is this whole Ranveer explosion, and there’s going to be another burst from a Yash perspective, which is slated for a March-end release," said Saumya Rathor, category lead, Pepsi Cola, PepsiCo India.
* Singh, whose brand rankings improved in 2021, had a brand value of $158.3 million according to a Duff & Phelps report. Singh was the second-most valued brand in the rankings after cricketer Virat Kohli. Singh endorses 45 brands.
* The company is also using the “Rise up Baby" campaign as a peek into the lifestyles of the young—this generation continues to break age-old societal norms and redefines what success and happiness means to them, the cola maker said. Be it their nonchalant attitude towards societal judgements, carving out a path to follow their passions, or even their audacious thumkas on reels, this generation lives life on their own terms, it added..
Source : Mint