PepsiCo India has launched ‘Adrenaline Rush’, its international energy drink brand, in India as part of its efforts to expand its presence in the energy drinks segment. Alongside the launch, the company has rolled out a new campaign developed with Kinnect.
Built around the tagline ‘A Rush, A Game On’, the campaign targets young consumers and focuses on ambition, performance, and self-expression. The campaign film follows individuals engaged in activities such as photography and parkour, highlighting the effort, discipline, and determination required to achieve personal goals.
The film uses fast-paced visuals and cinematic storytelling to portray a generation that is constantly striving to improve and push its limits. The campaign draws on the idea that people want to perform at their best in pursuits that matter to them.
Ahead of the campaign launch, Kinnect also created online buzz through a teaser activity that turned a photograph into a topic of conversation across social media, supported by creator participation and brand collaborations.
The campaign is being rolled out through digital and social media channels, with a focus on creator-led content and online communities. Through the launch, PepsiCo India aims to strengthen Adrenaline Rush’s appeal among young consumers and expand its energy drink portfolio in the country.
Commenting on the launch, Diksha Bajaj, Category Lead – Energy Drinks, PepsiCo India, said, “With Adrenaline Rush®, we want to create a brand that feels deeply relevant to the mindset and culture of consumers today. ‘Get Your A-Game On’ reflects the spirit of a generation that is constantly pushing boundaries and striving to unlock its full potential.”
She further added, “Through the campaign, we celebrate the dedication, intensity, and hustle behind every achievement, while building a brand that inspires consumers to show up with confidence and ambition every single day.”
Chandni Shah, CEO of Kinnect, said, “The most successful brands today don’t just occupy a category, they occupy a belief system. With Adrenaline Rush®, we saw an opportunity to build a brand that stands for the drive, focus, and self-belief that fuel a generation’s ambitions.”
She further added, “‘A-Rush, A-Game On’ is rooted in a simple but powerful truth: people want to show up at their best for the things that matter to them. That’s what gives the platform relevance beyond the launch and the potential to build long-term cultural resonance.”
Neville Shah, the CCO of Kinnect, added, “A lot of communication in this category tends to dramatise the reward. We were more interested in the effort. The focus before the shot. The practice before the performance. The hundreds of invisible moments that come before success. That’s what made the campaign feel relevant to a generation that values the grind just as much as the outcome.”
