Pepsi celebrates Hip-Hop Day with Odia artist Big Deal

Pepsi partners with rapper Big Deal to recognize and uplift emerging talent in the Indian Hip-Hop scene.

Beverage brand Pepsi has partnered with rapper Samir Rishu Mohanty, popularly known as 'Rapper Big Deal' to support India's Hip-Hop scene. They have released a music video together titled 'Uthi Ja, Dhana,' which translates to 'Rise Up, Baby!' The song is about failing, emerging victorious through obstacles and celebrating success.

"Music is a passion point for the younger generation and with Hip Hop emerging as a trend, we are delighted to partner with Rapper Big Deal. He is someone who has challenged the status quo and risen up to where he is today," Shailja Joshi, Category Lead, Cola, PepsiCo India.

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"Music has the power to inspire change and unite people and I’m so thrilled to be able to release this video on Hip-Hop day," said Rapper Big Deal. "The team at Big Bang Social has been instrumental in my journey as an artist and teaming up with Pepsi allows me to shine a light on Hip-Hop culture and amplify my message of ‘rising up’."

Rapper Big Deal is represented by Big Bang Social. 

"Big Bang Social was founded with the mission of empowering creators from across the country and furnishing them with a launchpad for brilliance. Our partnership with Rapper Big Deal on this video is a testament to our unwavering pledge to further artistic aptitude and enable creators to reach new heights. This association with Pepsi is a huge milestone and we are very proud of this collaboration,” said Anurag Iyer, CEO - Big Bang Social.