Pepsi's new ad with Samantha Ruth Prabhu encourages women to break gender norms

Pepsi's new ad breaks gender stereotype in the second leg of Rise up, Baby! campaign, featuring Samantha Ruth Prabhu, one of its newest brand ambassadors.

Pepsi's new ad features Samantha Ruth Prabhu, one of its newest brand ambassadors, with a new message of empowerment.

It aims to encourage women to follow their passions and irrepressible beliefs to break societal norms that the world has created for them. Portraying the archetypal situations an Indian woman faces daily -- from being questioned for not being married by a certain age, shamed for staying out late for work or taking up a lead action-oriented role -- the campaign aims to comment on the millions of passive comments and pressures that women go through in life. 

‘Rise Up Baby’ aims to represent free-spirited women who do not let others define their worth, and march to their own rhythm. Samantha Ruth Prabu is one such non-conformist woman who is confident with her personality and lives her life the way she wants to. Pepsi’s new campaign, featuring her lively and resilient persona, aims to inspire every woman out there to own their life with unwavering self-confidence, authenticity, and mettle. The campaign reverberates the irrefutable truth that the modern woman is truly indefatigable and nonchalant in the pursuit of her dreams and callings. 

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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 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.” 

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 will be amplified with a 360-degree surround across television, digital, outdoor, and social media.