7UP® launches all new season of ‘7UP UPStarters’
Chennai, March 21: After a fantastic response to the new thematic campaign ‘Tu Up Toh Duniya Up’ encouraging people in India to celebrate their authentic selves, 7UP® is set to unveil ‘7UP UPstarters’, a consumer engagement platform for South India. In-line with the refreshed brand proposition, ‘7UP Upstarters’ is all about recognising and rewarding originality and unmistakable authenticity. The action begins on March 28 when the brand begins the lookout for budding dancers, singers and actors to rejoice their original talent and spread the cheer.
Taking off with a peppy film featuring brand ambassador Dhanush, ‘7UP Upstarters’ promises action, excitement and rewards. Aspiring singers, dancers and actors, can be a part of this huge celebration of original talent by simply walking up to the ‘7UP Upstarters’ audition in their city. This year 7UP and Dhanush together are inviting talent from all over Tamil Nadu and Karnataka to participate in auditions. Auditions will be held in Chennai, Madurai, Trichy, Salem, Vellore and Coimbatore in Tamil Nadu, and in Bangalore, Mangalore, Mysore, Raichur, Belgaum and Kolar in Karnataka
The stakes are high as 7UP promises to up the game by giving 49 original talents a once-in-a-lifetime chance to perform on television. Catch their acts on television as they perform for a place in the final. The 7 winning team members will each receive a cash prize of Rs. 1 Lakh.
7UP UPstarters celebrates originality, where boring everyday situations are made cheerful by people with authentic talent and a refreshing swig of 7UP. The on-ground activation will be supported by robust radio, digital and outdoor campaigns looking to grow the campaign consumer participation, which in 2014 saw a record participation of over 10,000 consumer submissions from 2,800 teams.
Ruchira Jaitly, Senior Director Marketing, Social Beverages at PepsiCo India said, “7UP believes that each one of us is original in our own way and can help make the world a little more cheerful. ‘7UP UPstarters’ is the biggest platform to showcase your unique authentic talent and use it to spread the cheer. It has been overwhelming to see the great response year-on-year and witness 7UP platforms grow into one of the most awaited events across the southern states.”
Talking about the campaign, brand ambassador and actor Dhanush said, “’7UP UPstarters’ is all about encouraging people to celebrate their authentic self and we have created some excellent films to depict the same. Tamil Nadu is known to be a powerhouse of talent and I am really looking forward to see some incredible energy during the course of the hunt.”
Gear UP! Auditions begin on March 28. http://www.7up.in/upstarters/ or call 07878787070
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 37 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 each of which generate Rs. 1,000 crore 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
For further information, please contact:
Kuheli Ray Sandipan Ghatak
Genesis Burson-Marsteller PepsiCo India
+ 91 9999783541 +91 9810776182