“Why Not Meri Jaan” is not just the new Pepsi brand slogan, it’s a magical call to action that invites the people of Pakistan to dream big, aim higher, break stereotypes, and achieve their goals boldly. The Pepsi Ride for Change initiative is one such endeavor under “Why Not Meri Jaan” that is changing the societal taboos surrounding bike-riding to empower women and give them a suitable alternative to relying on others for their transport and movement needs.
Ayesha Janjua, Senior Marketing Director Beverages at PepsiCo is spearheading this change and drive with her team. Her message is loud and clear, “In a country where motorbikes are one of the dominant modes of transportation, it remains socially unacceptable for women to ride one. Pepsi’s “Why not meri jaan” nudges one to look beyond set ways of thinking, stereotypes and biases, and do what’s never been done before. True to its purpose, this time Pepsi took on the mission of inspiring young women to step up and ride a bike if that is what they want or need.”
The narrative was launched in a bold Pepsi commercial that normalized girls riding bikes. Now, Pepsi is proudly showcasing the "Pepsi Ride for Change" movement that is mobilizing young women by providing them both inspiration and opportunity.
“We kicked it off with the biggest ever female bike rally in Pakistan with 500 aspiring bikers,” Ayesha adds. “This video captures the moment when these women took to the streets in an inspiring display of independence, bravery, and choice. The momentum continues as Pepsi in partnership with official authorities launches the “Ride for change” training camp program across different cities. Till date, 5000 women have been trained through this ongoing program.”