PepsiCo India, the country’s leading Food and Beverage Company, today said that it has appointed Bollywood star, Sharman Joshi as the brand ambassador for its 100% natural lemon flavored drink, 7UP. The brand has also roped in renowned film director, Rajkumar Hirani of Munnabhai series and 3 Idiots fame to direct the new on-air campaign around the theme, ‘Gussa Hatao, Chill Machao’ - a refreshing new mantra from a refreshing lemon drink that promises to cool you down when it matters the most. The campaign that includes two TVCs is expected to go on-air by the end of March.
Alpana Titus, Category Marketing Director (Flavoured Carbonated Drinks), PepsiCo India Beverages said, “Sharman, with his calm, unruffled and extremely affable personality is a perfect match to highlight the brand’s positioning of a cool, refreshing drink. With Raju Hirani creating his magic with the ad films, we are confident that our consumers will not only enjoy the campaign but also identify with the theme of ‘Gussa Hatao, Chill Machao’. We look forward to a great summer season; kick starting with this exciting campaign”.
Taking cue from real life moments of sudden provocation, the thematic campaign highlights simple issues of anger management. People often get into heated arguments, squabbles and fights that always seem mindless and silly in retrospect. The TVCs revolve around these instances and Sharman as the new 7UP guy proves to the enraged characters that their anger is misplaced and it is best to douse it with a chilled bottle of 7UP, through a series of witty and offbeat questions!
“I have always enjoyed drinking 7UP; hence I believe that this endorsement was meant to be. I am glad to be a part of this interesting and exciting campaign, which delivers a message I personally believe in as anger leads to nothing but regret. Also, I have to confess that getting an opportunity to work with Raju Sir again was the icing on the cake”, said Sharman Joshi.
Director, Rajkumar Hirani, commented “I am very selective about the TVCs I direct, but the scripts that I received for 7UP were very interesting. I saw the scope of adding value to the message, since this campaign is not just about giving gyaan. The thought behind the characters’ self realization of stupidity while getting angry is superb”.
The first TVC revolves around a man who has been splashed with mud by a speeding truck and gives the truck a chase on his two-wheeler, hell-bent on teaching the driver a lesson. The second film is about a fight that breaks out between two fans of rival soccer teams while they are watching a match. A fight made even more ridiculous by the fact that neither of them has any connection whatsoever with the countries playing! In both TVCs, Sharman appears as the cool voice of reason, diffusing their anger with 7UP.
“Every minute you spend in anger, you lose 60 seconds of cool! With growing instances of mindless flare-ups that we see around us every day, this philosophy is sure to resonate with the youth. We wanted to have a 7UP campaign that has a life beyond its 40 seconds on the TV screen. A philosophy that packs the benefit of the product, yet has some use in our daily lives. Chill Machao is not just a campaign you see, it is a campaign you can live”, said Bhattacharya, Executive Creative Director, BBDO India.
The on-air campaign will be supported by robust outdoor, online and on-ground activation.
7UP, the refreshing clear drink with 100% natural lemon and lime flavour was created in 1929 and was launched in India in 1990. For the 3 years, 7UP is amongst the fastest growing brands in the carbonated soft drinks category in India. It is available in various pack sizes of 330 ml Can, 250ml Slim Can, 200 ml and 300 ml returnable glass bottles; 500 ml, 600 ml, 1 litre, 2 litre and 2.25 litre PET bottles.
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About PepsiCo India
PepsiCo entered India in 1989 and has grown to become the country’s largest food and beverage business. One of the largest multinational investors in the country with an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 36 beverage bottling plants, (13 company & 23 franchisee owned) and 3 food plants. Our state-of-the-art manufacturing plants produce a range of products from treats to healthy eats that deliver joy as well as nutrition to the consumers. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker, and young but immensely popular and fast growing brands such as Nimbooz and Aliva.
PepsiCo India's employees are driven by the company’s global commitment to sustainable growth, Performance with Purpose (PWP), 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 in the PepsiCo global system to achieve ‘Positive Water Balance’ (PWB), a fact validated by an independent audit. For more details on PWB and PWP, please visit Click Here
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of its continued sustainability efforts, PepsiCo was named for the third time to the Dow Jones Sustainability World Index (DJSI World) and for the fourth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2009. For more information, please visit www.pepsico.com