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Home » Media » Press Releases » 7UP Launches ‘Dance On’ – The Ultimate Dance Spectacle

7UP launches ‘Dance On’ – the ultimate dance spectacle

Featuring 7UP’s newly appointed brand ambassador – Puneeth Rajkumar!


Bengaluru, 29 Jan, 2013: Taking forward its brand philosophy of I Feel UP’, 7UP announced the launch of 7UP ‘Dance On’ with actor and 7UP brand ambassador, Puneeth Rajkumar. With the campaign thought of ‘unleash the dancer within you’, 7UP ‘Dance On’ promises to be a package of fresh talent, infectious enthusiasm and spectacular dance performances. The 7UP entourage coming to your city will celebrate India’s undying UPtimism through Dance On! Spread across 13 cities in Karnataka, Tamil Nadu and Kerala; 7UP ‘Dance On’ gives all dance enthusiasts a platform to showcase their dancing talents. The total prize money on offer is INR 51 Lakhs!

Dance enthusiasts can register by getting seven PET labels or crowns of 7UP or Nimbooz at their city auditions and participate in teams of three or more. Shortlisted teams will compete at the regional auditions that will be held in Chennai and Bengaluru to qualify for the Grand Finale. The grand finale will be held in Chennai and will be judged by actors and 7UP brand ambassadors, Simbu and Puneeth!

Speaking about ‘Dance On’, Ms. Ruchira Jaitly, EVP Marketing, Beverages (Flavours), PepsiCo India, PepsiCo India said, “7UP Dance On takes forward 7UP’s brand philosophy of ‘I Feel UP’ to the next level of UPtimism. Our endeavor has been to bring alive the refreshing attitude of 7UP through novel and exciting experiences for consumers that last a lifetime. With a unique dance platform and the delightful TVC featuring Puneeth, we are confident ‘Dance On’ will resonate well with all dance enthusiasts as there truly is a dancer within everyone.”

On having the state’s very own ‘Power Star’ as 7UP’s brand ambassador she added, “Puneeth is the biggest Kannada superstar with many talents, infectious energy and a positive 7UP attitude. He is a perfect match to highlight the brand’s positioning of a cool, refreshing drink. We look forward to the partnership and are confident that it will bring alive India’s uptimistic youthful spirit.”

Expressing his thoughts about ‘Dance On’, actor and 7UP’s brand ambassador Puneeth Rajkumar, said, “7UP’s concept of ‘Dance On’ is refreshing and empowering. No matter what you are or what you do, the 7UP Dance On would unleash the dancing spirit in you. For all those who are passionate about dance, this is a great opportunity for them to showcase their talent and is bound to attract enthusiastic participation. The feel-good campaign aims at infusing positivity and freedom of expression through dance. I can’t wait to see everyone to put on their dancing shoes and show me their dance moves!”

Talking about the new commercial said Mr. Sandipan Bhattacharrya, Executive Creative Director, BBDO, “7UP ‘Dance On’ is about giving the common man a platform to challenge themselves to bring out their best dance moves. Having Kannada film industry’s superstar Puneeth on board will surely add to the electrifying performances by the participants. The new Dance On TVC clearly unleashes the dancer within everyone by showcasing typical dance moves by people from all walks of life.”

Strengthening this campaign; 7UP will launch an exciting new TVC conceptualized by BBDO. There are 2 commercials shot in two different settings i.e. beach and a hospital. One commercial is shot with a group of fisherman and the other with doctors who show-off their unassuming dance moves to Puneeth. The regular workmen surprise the Power star through their dance moves and he joins them ultimately putting together an enjoyable and peppy performance. The commercial captures the amazing upbeat attitude of today's youth and their enthusiasm to follow what their hearts desire!

Apart from the exciting TVC and on-ground activation, the campaign will be supported by special edition packaging, robust outdoor, online and radio initiatives. For more details log on to www.7UP.in , http://www.ifeelup.in or http://www.facebook.com/7UP INDIA

7UP, the refreshing clear drink with 100% 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, 2 litre and 2.25 litre PET bottles. Nimbooz is India’s first nationally available packaged Nimbu Pani (lemonade), launched in 2009. It is available in 350ml PET, 200ml RGB and 200ml Tetrapak.

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 extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted household names across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. 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:

Karishma Kataria / Farheen Khan                                                 Sandipan Ghatak

Genesis Burson-Marsteller                                                             PepsiCo India

+ 91 9711209880 /+91 9999026784                                            +91 9810776182

karishma.kataria@bm.com; / farheen.khan@bm.com             sandipan.ghatak@pepsico.com;