Pepsi’s Bold ‘It’s Your Turn Now’ Billboard for Women in Cricket

In Pakistan, where conservative norms still discourage millions of women from participating in sports, Pepsi has stepped forward with one of its most culturally impactful statements yet. The “It’s Your Turn Now” billboard publicly invites women to play cricket — a sport woven into the national identity but historically out of reach for women due to stigma, discrimination and lack of proper equipment.

A billboard that breaks silence in a cricket-obsessed nation

Cricket in Pakistan is more than a game — it is tradition, pride, and emotion. Yet for decades, women have been sidelined from this cultural cornerstone. Many are told playing sports is improper. Others who persist must use men’s cricket equipment because gear designed specifically for women is often unavailable.

Pepsi’s billboard challenges this inequality directly. With the assertive message “It’s Your Turn Now”, the brand reframes women not as outsiders — but as rightful players.

A bold cultural stance in a country undergoing social change

While discussions around women’s empowerment are growing in Pakistan, the act of publicly supporting women in sports remains rare. The billboard does more than advertise — it takes a side. It becomes a public declaration of equality placed directly in the streets where social norms are negotiated.

For women and girls who have long waited for visibility, the message becomes both validation and invitation.

Using OOH as a tool for representation and advocacy

The billboard’s design centers a confident female cricketer, bat in hand, standing with conviction. This visual alone disrupts deeply embedded cultural expectations. It signals:

• Women belong in this sport.
• Women deserve their own equipment and support systems.
• Women should not need permission to participate.
• Women’s participation is not taboo — it is progress.

The medium amplifies the message: public space should include and empower women too.

“It’s Your Turn Now”: a statement for an entire generation

For young girls who love cricket but face barriers at home or in school, seeing themselves represented on a large billboard is revolutionary. Pepsi isn’t simply acknowledging them — it is encouraging them to step forward.

The campaign transforms a billboard into a rallying cry: take your turn, claim your space, rewrite the rules.

Pepsi steps beyond sponsorship into cultural leadership

Pepsi has long supported cricket in Pakistan. But this campaign moves from brand sponsorship into cultural advocacy. It addresses inequality openly and uses one of the world’s biggest platforms — OOH — to spark conversation and inspire change.

By championing women at a moment when visibility is crucial, Pepsi aligns itself with a future in which cricket belongs to everyone.

Final Thoughts

Pepsi’s “It’s Your Turn Now” billboard is more than creative advertising — it is a statement of courage and cultural evolution. In a society where women’s sports have often been overshadowed, the message reclaims space, inspires confidence, and pushes the national conversation forward.

For women across Pakistan, this billboard is more than encouragement. It is permission to play — and a reminder that the field is theirs too.