Over the last few months, cola brand Pepsi has been actively marketing its new brand proposition. The “Rise Up, Baby” campaign features new brand ambassadors, draws on emerging tech and aims to keep the brand alive in mainstream pop culture. To know more, we are in conversation with Saumya Rathor, Category Lead – Pepsi Cola at PepsiCo India. Why does Pepsi aim to be a culture curator? Let’s find out as we get ready to melt with Saumya Rathor.