While we understand that "Gen Z" is a massive "talking point", but as professionals in marketing and branding, there’s a crucial lesson here about the pitfalls of celebrity endorsements and the evolving expectations of Gen Z consumers.
The ad leans heavily on Gen Z slang and stereotypical visuals like colorful hair and baggy clothes. But these attempts feel forced and superficial. Instead of a narrative that meaningfully intersects with the actual features of the RuPay card, it leaves the viewers (at least me!) confused about the product’s value proposition.
When Star Power Misses the Mark
RuPay’s latest series of commercials attempts to spark a “generational showdown,” pitting Bollywood icon Hrithik Roshan against Gen Z. The goal? To position RuPay’s instant payments and UPI-linked credit card as a cutting-edge solution for young spenders. But the execution falls flat. The disconnect between Hrithik’s established persona and RuPay’s youthful, tech-forward brand is immediately apparent. One can easily imagine Hrithik endorsing products tied to fitness, energy, or style-but digital payments? The synergy just isn’t there.
The truth is, today’s audiences, especially Gen Z, are far too savvy to be swayed by celebrity charm alone. They crave authenticity. The biggest mismatch I found recently was when Rajdhani Besan paired Ananya Panday & Karan Johar! (P.S. I don't like either of them anyway)
In contrast, campaigns succeed when the celebrity’s persona aligns with the brand’s values. One of my favorites is Ayushmann Khurrana's "every man" image resonating perfectly with Amazon Pay!
Gen Z is the most coveted demographic for brands right now. They’re digital natives, quick to spend, and even quicker to skip ads that don’t speak their language. But that language isn’t just about slang or memes - it’s about relevance, relatability, and respect for their intelligence. Brands that rely on the “millennial vs Gen Z” storyline, risk coming across as out of touch.
Just because a trend worked for another brand doesn’t mean it will work for yours. Find your own voice and narrative. The days of “just add a celebrity” are over. It’s time to get smarter, braver, and more authentic in how we engage the next generation.
The Un-Quenchable Thirst of Gen Z: Why Pepsi’s Fizz is Fading
For decades, the “Cola Wars” were a defining feature of the drinks market. But as Gen Z steps into its full purchasing power, their preferences are rewriting the rules, and traditional titans like Pepsi are finding their once-dominant position looking increasingly precarious. The latest reports from early 2025, reveal a startling development:
Pepsi has slipped to the No. 4 spot in the American soda market, trailing not only its historic rival Coca-Cola but also Dr Pepper and even Coca-Cola’s own Sprite .
This isn’t just a blip; it’s a clear signal that what impressed previous generations is no longer cutting it for today’s young consumers. Gen Z approaches consumption with a different set of priorities:
Health & Wellness as a Default: This generation is hyper-aware of ingredients. High sugar content, artificial additives, and empty calories are major turn-offs.
Authenticity and Values-Driven Choices: Gen Z demands transparency. They want to know what’s in their drink, where it came from, and whether the brand’s values align with their own.
Flavor Adventurism & Novelty: Gen Z craves new, bold, and often experiential drinks. This is where a brand like Dr Pepper, with its distinct and somewhat unconventional 23-flavor profile, has managed to gain ground, offering a clear alternative to standard colas. Sprite, too, provides a distinct lemon-lime offering.
Beyond Traditional Soda: They’re exploring ready-to-drink (RTD) coffees and teas, sparkling waters with sophisticated flavor profiles, kombuchas, plant-based milks, and a burgeoning market for non-alcoholic or low-alcohol options that still offer a premium experience.
The message for the beverage industry is clear: the old playbook is outdated. The brands that will thrive are those that listen intently to Gen Z, innovate with their preferences at the core, and build genuine connections based on shared values and exciting, health-conscious offerings. For legacy brands, it’s a critical moment to adapt or risk becoming a nostalgic relic in a rapidly evolving drinks landscape.
