afaqs! news bureau

Pepsi unveils new branding and launches the 'Yeh Dil Maange More' campaign ft. Ranveer Singh

The campaign celebrates its 125th anniversary, blending tradition with a bright future, and promoting individuality and achievements.

In celebration of its 125th birthday in India, Pepsi is set to redefine the future while paying homage to its past. As the beverage brand commemorates over a century at the heart of pop culture, it unveils a new global branding in India that fuses the essence of its heritage with a contemporary vision.

Simultaneously, Pepsi is set to take India by storm by launching its all-new campaign – Yeh Dil Maange More, featuring brand ambassador Ranveer Singh. This dual celebration encapsulates a quasquicentennial milestone but also a bold step into the next era of Pepsi's journey.

‘Yeh Dil Maange More' is a sentiment that is more relevant today than ever before with this generation challenging conventions; agitating the status quo by breaking age-old societal norms and redefining what success and happiness mean to them. Be it their nonchalant attitude towards societal judgements, carving out a path to follow their passions, or even their audacious dance moves on reels, this generation lives life on their terms.

Through narratives and Ranveer Singh's energy, Pepsi inspires everyone to believe in their heart's desires and seize boundless opportunities. This TVC exalts the raw power of marching to your beat and trusting your gut instincts; to defy conventions and go for ‘More’. It aims to encourage the youth to embrace daring dreams and strive for the extraordinary because, in a world brimming with possibilities, settling for less is never an option.

Opening with a universal truth about the conflict between personal passions and societal expectations, the TVC, featuring the pop culture and youth icon Ranveer Singh, motivates young individuals to overcome reservations and embrace their fervor, enthusiasm, and distinctive qualities. The film becomes a rallying cry for the youth, urging them to defy societal norms and revel in their passion, spirit, and uniqueness. Life and society may throw curveballs, but the stirring TVC dares the youth to drown out the noise and follow the voice of their heart; the only voice that tells you to do what really matters to you. The crescendo - A resounding 'Yeh Dil Maange More,' sealing the deal on a rebellious celebration of individuality.

Speaking on ‘Yeh Dil Maange More’, Shailja Joshi, category lead, Pepsi Cola, PepsiCo India, commented, “Through 'Yeh Dil Maange More', we aim to honour the youth of India who relentlessly strives for greater aspirations, encouraging them to heed their heart's desires and aspirations, despite the limiting voices in their heads. It’s not just about celebrating our past but creating a vibrant future for the brand. Our new global branding is a symbolic fusion of our rich legacy and a dynamic future, resonating with consumers across the globe. We are excited to share this with our consumers across generations.”

Commenting on the campaign, Ranveer Singh said, “Being a part of Yeh Dil Maange More is a professional milestone for me. It’s a journey to my roots, to the time when I, like many others, grew up against the backdrop of this iconic campaign. I vividly remember being struck by its energy, its vibe, and its call for 'more.' Today, to have the opportunity to not only recreate but redefine this legendary campaign in a way that resonates with me, and the pulse of today's generation is truly exhilarating. It's not just about reliving the past; it's about giving it a contemporary twist, staying true to the spirit of 'more,' and celebrating the timeless essence that has inspired us all."

The Pepsi campaign and TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. Pepsi, with its new brand identity, is on shelves now in single/multi-serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms.

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