For generations, Pepsi has had an intrinsic connection with music, working with legendary artists and discovering and supporting emerging talents. The iconic brand today announced a partnership between Simon Fuller’s new project, global pop group Now United, and Badshah, one of India’s favorite rappers. Badshah, managed by Sony Music India and the group comprised of 14 singers and dancers from all across the globe will record a song titled How We Do It that will be released on November 29th. Pepsi will also support Now United’s first trip to India beginning November 26th. The group will visit Mumbai, Delhi, Agra and Jaipur, sharing their experiences with their fans in India and around the world as they go. The collaboration between Badshah and Now United for a new song is part of this aim to provide emerging artists with a powerful stage to promote their stories, share their art and connect with new and existing fans.
Introduced in 2017 by Simon Fuller, the creator of the popular American Idol series, pop group Now United is comprised of 14 rising singers and dancers from across the world, including India, Brazil, Philippines, Finland, Senegal and the United States of America, amongst others. 17-year-old sensation Shivani, who hails from Udaipur, represents India in the pop group.
Speaking about the collaboration, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India said, “Pepsi has always strived to create experiences which resonate strongly with consumers, and music is such a tremendous platform to do that. We are committed to identifying new and upcoming talent; and giving them a stage to showcase their art. Through the platform provided to them by Pepsi, Badshah and Now United will explore new ways of giving their fans a one-of-a-kind experience.”
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