New Delhi, March 15 Betting big on the appeal of Gen Z, beverage giant PepsiCo India has roped in Saiyara star pair Ahaan Panday and Aneet Padda as the new faces of its campaigns as the summer season approaches.
This move signals a strategic push to deepen its connection with Gen Z audiences and reinforce its long-standing association with youth culture. PepsiCo India has brought on board two of the most talked-about new faces of the generation - Ahaan Panday and Aneet Padda - as the newest members of the Pepsi family.
This move extends PepsiCo's strategy of aligning with pop culture and youth identity.
"With Ahaan and Aneet, the brand brings on board two young stars who embody this bold, unfiltered spirit. Known for their natural chemistry and growing popularity, the duo represents a generation that connects with culture in real time," said a PepsiCo statement.
This continues PepsiCo's association with pop culture and youth identity, as in 2023, the company featured Ranveer Singh for Pepsi, and Kiara Advani and Sidharth Malhotra as brand ambassadors for Quaker Oats.
Pepsi's ads, which are synonymous with youth culture and self-expression, featured the faces of Ranbir Kapoor, Virat Kohli, and MS Dhoni in 2024. Earlier, Salman Khan, Aamir Khan, Shahrukh Khan, Rani Mukherjee, Kajol and Shahid Kapoor have also featured in PepsiCo's ad.
"By welcoming Ahaan and Aneet to the Pepsi family, the brand continues its tradition of championing young talent that reflects how today's generation connects with Pepsi -- not just watching the moment unfold but actively being part of the conversation around it," the beverage major said.
By roping in Panday and Padda, widely regarded as rising Gen Z stars with strong digital traction, PepsiCo appears to be continuing its playbook of positioning itself at the intersection of pop culture and youth identity, frequently collaborating with emerging and influential talent who shape conversations among younger audiences.
Nitin Bhandari, Vice President and General Manager, India & South Asia Beverages, PepsiCo, said the latest campaign, featuring Ahaan Panday and Aneet Padda, celebrates Pepsi’s ‘youthful spirit’.
Sales in the beverage industry were impacted last year due to unprecedented rainfall across the country. Moreover, competition and price wars are expected to intensify further in 2026, which began with the entry of a new disruptive player.
Bhandari said: "Summer in India is about unbeatable refreshment, and this season we are taking Pepsi back to its absolute core. We are turning up our signature fizz, our strongest product proposition and the very attitude of the brand and pairing it with undeniable everyday value".
The company will continue to deliver "insight-led, culturally relevant offerings", ensuring that whenever consumers reach for a cold beverage this summer, Pepsi in our portfolio of best-in-class refreshment beverages is the ultimate choice for both trendsetting energy and incredible value, he added.
The "advertising promotional" expenses of Pepsico India Holdings Pvt Ltd, which owns fizz-based drinks and juices brands as Pepsi, 7up, Slice, Tropicana, and Gatorade, were at Rs 772.02 crore in 2024, according to RoC filings.