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Press Release

7UP SAYS GOLDEN TIMES ARE HERE

  05-12-2018

`The brand’s new campaign, 7Up PONNERAM says “When your time is right, you just need to chill-Everything you touch will turn to gold”`
`Consumer stands a chance to win gold every hour`
`360- degree communication across TV, digital, print and outdoors`

National, December 5, 2018:  When your time is right, everything that you touch will turn to Gold. It is this timeless insight that 7Up, the clear lemon refreshing drink is building on as the key insight for its new campaign that says- ‘Golden Times are Here.’ 

In true 7Up style, the brand’s new campaign Golden Times encourages consumers to be their authentic cool self, chilled out and confident, in the belief that when the time is right, all you need to do is chill and everything will fall into place. The brand brings this insight alive with its new ‘shelf to media’ program where consumers can win gold every hour by sipping 7UP and chilling out. This campaign will be brought alive with a powerful TVC and amplified across multiple media. The creative idea has been conceptualized by creative agency DDB Mudra Group. You can watch the TVC here.

Over 2 months, consumers stand a chance to ‘WIN GOLD EVERY HOUR’ and all consumers can win a Rs 20 Amazon Pay Voucher that can be availed on www.amazon.in or on the Amazon shopping mobile application.  The mega prize is a gold coin of 10 gms of 22 carat every hour between 10 am and 8 pm every day from 1st December 2018 to 31st January 2019. 

Speaking on the campaign, Anuja Mishra, Associate Director-Flavours Marketing, PepsiCo India said, “7Up is a cool and young brand that encourages consumers to be their optimistic self. We’ve always stayed close to consumer trends & local cultural insights, and that’s how our new campaign of “ Golden Times” was envisaged. We spoke with consumers and identified that In this speed age, consumers are looking for quick and quirky ways to stand out. We’ve brought this insight to life, where consumers could win gold every hour, all they need to do is chill with a 7UP and SMS the code under the cap.

Vishnu Srivatsav, Creative Head, DDB Mudra Group, South & East said, “We really wanted to communicate a simple insight that when your time is right you could chill and still win. And we wanted to bring it alive in the most evocative and culturally impactful way possible. Whether it’s the signature swag or the father son relationship, we wanted the communication to truly reflect the relevant culture.”

The special initiative is applicable on the entire PepsiCo India Beverage portfolio, be it 7UP, Pepsi, Mountain Dew, Mirinda or Tropicana Slice on 250 ml, 300 ml, 500 ml, 600 ml, 750 ml, 1.2 litre, 2 litre and 2.25 litre packs. All that consumers need to do is to purchase their favourite PepsiCo beverage, SMS the 8-digit unique code printed behind the label or under the crown to +91 9223492234.  Post sending the SMS, the participant will receive an SMS confirmation containing 17-digit code which would be counted as valid entry. For Tamil Nadu, the participant has to answer a question, while for other states, the consumer entries will be fed into a randomizer.

The offer is valid until 31st January, 2019 across Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Maharashtra and Gujarat.

Campaign Details

  • Brand: 7UP
  • Client: Vishal Kaul, Anuja Mishra & Arti Hajela
  • Creative Agency: DDB Mudra
  • Rajiv Sabnis : Executive Director, DDB Mudra Group
  • Business Management
  • Vineet Kindra: Sr. V.P. & Business Partner
  • Daksh Sood: Director, Brand Engagement
  • Mohit Kumar: Manager, Brand Services
  • Creative
  • Vishnu Srivatsav: Creative Head, DDB Mudra Group, South & East
  • Sooraj Pillai: Creative Director
  • Pranay – Creative Supervisior
  • Strategic Planning
  • Amit Kekre: National Strategy Head, DDB Mudra Group
  • Phalgun Reddy – Strategy Director
About PepsiCo India:

PepsiCo entered the Indian market in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.

 PepsiCo’s growth in India has been guided by “Performance with Purpose”- our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit http://www.pepsicoindia.co.in/

For further information, contact:
Edelman India 
Shreya Verma |+91 9818353075 | Shreya.verma@edelman.com
Juhi Mongia | +91 9953455718 | Juhi.mongia@edelman.com