Pepsi to woo millennials with music of Simon Fuller’s Now United & Badshah

Further fortifying its intrinsic connection with music, working with legendary artists and discovering and supporting emerging talents, Pepsi has announced a partnership between Simon Fuller’s new project – global pop group Now United – and rapper Badshah. 

Badshah, managed by Sony Music India, and pop group Now United will record a song titled ‘How We Do It’, which will be released on November 29. Pepsi will also support Now United’s first trip to India, beginning November 26, where the group will visit Mumbai, Delhi, Agra and Jaipur. 

The collaboration has been curated by One Digital Entertainment, India’s leading creator and video network that also manages Badshah’s digital ventures and is also enabling the distribution of the song across various digital, TV and radio platforms. 

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.” 

Gurpreet Singh, COO & Co-founder of One Digital Entertainment, added here, “One Digital Entertainment is glad to associate with Pepsi and Simon Fuller’s XIX Entertainment to enable this unique collaboration. We are very excited to bring two different kinds of artists such as Badshah and Now United together for the first time. We are confident that the new song will strike the right chords with music aficionados across the globe.” 

Simon Fuller, the creator of the popular ‘American Idol’ series, had first worked with Pepsi several years with the then unknown group, Spice Girls. Fuller introduced Now United in 2017, which comprises 14 rising singers and dancers from across the world, including 17-year-old Shivani from India, Brazil, Philippines, Finland, Senegal and the US.