Irrfan dons the dancing avatar for 7UP
Gurgaon, April 9: : Taking forward its brand philosophy of ‘I Feel UP’ to the next level of UPtimism, 7UP- the natural lemon flavoured drink from PepsiCo is all set to celebrate dance in its entirety, fostering a strong bond for consumers with their families. Strengthening and building 7UP’s philosophy of using dance as the best form of expression, the brand has launched an exciting new commercial featuring actors IrrfanandRaveena Tandon in a new and never seen before avatar.
The new commercial features Irrfan and Raveena Tandon as parents and opens with them watching an old video of Irrfan dancing at his college festival. The viewing is interrupted as a visibly grim and irritable Irrfan enters the house and feels embarrassed on seeing the video, asking it to be turned off. The mood lightens up when he is given a bottle of 7UP, taking a swig from it we see him take center-stage to do the famous moon walk, reliving his college days and leaving his family enthralled and amused.
The 7UP commercial cuts across all age groups to re-establish the fact that dance is for everyone. The campaign aims at positioning dance as the ultimate form of expression and reiterates 7UP’s brand philosophy to feel UPtimistic and express freely. The campaign also aims to create a stronger bond for consumers with their families at home and drive in-house consumption.
Commenting on the campaign, Ruchira Jaitly, Senior Director Marketing, Social Beverages at PepsiCo India, said, “With the launch of the new commercial, 7UP reiterates its belief of staying UPtimistic and reminds us of how dance is a form of uninhibited joy for everyone, irrespective of age or gender. In today’s fast paced world where people rarely find time for themselves, our campaign is all about creating memorable moments with friends and family and making them come alive, in this case with a memorable moment between father and son. This brings alive in 2014 the brand philosophy of ‘I Feel UP’ in the context of precious family time together.”
Speaking on the launch of the new 7UP commercial, actorIrrfan said, “I love 7UP for the refreshing ads they come up with which are entertaining and thought-provoking at the same time. And, I consider myself lucky to have been offered this script that I just couldn’t say ‘NO’ to. Shooting for the commercial was great fun as I relived my college days. Dance makes one feel alive and helps express freely, leaving behind all worries and inhibitions.”
Raveena Tandon adds, “What I love about the new ad is how they have given ‘Family’ a spin and presented it in a way that is exciting for viewers to watch and relate to. I can safely say that there is no other drink or commercial as refreshing as 7UP.”
Sandipan Bhattacharyya, Executive Creative Director, BBDO India says, “With the pressures of parenthood, most people lock away a part of their lives when they were younger and more fun. In their bid to be perfect parents, they become strict and uptight and consequently, their kids rarely imagine loosening up and enjoying with them at home. 7UP has extended its “I Feel Up” philosophy to unlock the forgotten fun side of such parents by building a bridge for that gap at home and making every moment an UP moment!”
The brand continues its endeavour to bring alive the refreshing attitude of 7UP through novel and exciting experiences for consumers that last a lifetime.
7UP, the refreshing clear drink with natural lemon and lime flavour was created in 1929 and was launched in India in 1990. It is available in various pack sizes of 330 ml Can, 250ml Slim Can, 200 ml and 300 ml returnable glass bottles (RGB); 500 ml, 600 ml, 1 litre, 1.5 litre, 2 litre and 2.25 litre PET bottles.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest 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 38 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crores or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. 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 www.pepsicoindia.co.in
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