PepsiCo India has launched Adrenaline Rush, its premium international energy drink brand, in the country’s mass premium segment at INR 60, alongside a campaign film built around the proposition “A-Rush, A-Game On.”
The brand is available in two variants — Passion Rush and Classic Rush — in a can format. The Passion Rush variant is powered by caffeine, taurine, and vitamins and is designed to deliver what the company describes as “Ultimate Focus,” while the Classic Rush variant is positioned for “Ultimate Performance.”
According to the release, the launch is intended to address the needs of Gen-Z consumers and expands PepsiCo India’s energy drinks portfolio with a globally aspirational offering.
The campaign film showcases what the release describes as the hustle, discipline, and determination behind moments of achievement, featuring Gen-Z passion points including photography and parkour. The campaign is built on the insight that “when it’s in your name, you want to bring your A-Game.”
“With Adrenaline Rush, we want to create a brand that is truly designed for the new generation,” said Diksha Bajaj, Category Lead – Energy Drinks, PepsiCo India.
“Right from the insight of ‘when it’s your name, you bring your A-game,’ to the passion points, the visual world and language of the film, the bold packaging, product, and its claims, ‘Ultimate Performance’ and ‘Ultimate Focus’, the entire mix represents the new generation. The campaign reflects the spirit of a generation that is constantly pushing boundaries and striving to unlock its full potential. We want to celebrate the dedication, intensity, and hustle behind every achievement, while building a brand that inspires consumers to pursue what matters most to them.”
“The energy drinks category in India continues to witness strong momentum, with consumers increasingly seeking products tailored to different occasions, functional needs and aspirations,” said Tarun Bhagat, Chief Marketing Officer, India BU Beverages, PepsiCo India.
“Our focus is on driving category growth through a portfolio approach that addresses evolving consumer preferences across segments. With Adrenaline Rush, we are strengthening our presence in the premium energy drinks segment with a can format offering differentiated benefits of ultimate performance and focus, complemented by a compelling brand experience designed for today’s youth.”
