PepsiCo Launches Adrenaline Rush for Gen Z

PepsiCo India has strengthened its energy drinks portfolio with the introduction of Adrenaline Rush, a premium offering designed specifically for Gen Z consumers.

Priced at ₹60, the new brand enters the rapidly expanding mass-premium energy drink category with two variants—Passion Rush and Classic Rush. Packaged in a sleek can format, both drinks contain caffeine, taurine, and essential vitamins. Passion Rush is positioned to support focus, while Classic Rush is aimed at enhancing performance.

To support the launch, PepsiCo has rolled out a campaign centered on the tagline “A-Rush, A-Game On.” The campaign film showcases themes of determination, discipline, and personal growth, featuring youth-oriented interests such as photography and parkour.

The company said the campaign has been developed to resonate with a generation that values individuality, self-expression, and achievement. Marketing efforts will follow a digital-first strategy, utilizing creators, social media platforms, and online communities to build engagement and awareness.

Speaking about the launch, Diksha Bajaj, Category Lead – Energy Drinks at PepsiCo India, said the brand has been crafted around the insight that people are driven to bring their best when their identity is attached to what they do. She added that the campaign reflects the mindset of a generation constantly striving to achieve more, with every aspect of the brand—from packaging and communication to product benefits—designed to connect with today’s youth.

Tarun Bhagat, Chief Marketing Officer, India BU Beverages, PepsiCo India, noted that India’s energy drinks category continues to grow as consumers increasingly seek products tailored to specific occasions and functional benefits. He said Adrenaline Rush strengthens PepsiCo’s presence in the premium segment by offering differentiated propositions focused on performance and focus, alongside a brand experience built for modern consumers.

Adrenaline Rush will be available across modern retail outlets, general trade channels, e-commerce platforms, and quick-commerce services in key markets across India.