PEPSICO INDIA has launched Adrenaline Rush, a premium energy drink priced at Rs 60, targeting Gen Z consumers. The brand launches in two variants, Passion Rush (focused on focus) and Classic Rush (centred on performance), formulated with caffeine, taurine, and vitamins in a can format.
The launch campaign, “A-Rush, A-Game On”, features youth-centric themes, including photography and parkour, and will be driven through creators, social media, and online communities.
