Hyderabad, June 3, 2010: In keeping with its unmatched track-record of innovation in consumer engagement, 7UP - the most popular clear lemon drink from PepsiCo – today announced a path-breaking consumer campaign in the state, bringing next-generation technology closer to its fans.
Titled “Click Cheshte, Dance Chesthaan” (You Click, I Dance), the campaign gives an once-in-a-lifetime opportunity to fans across Andhra Pradesh to make their favourite cine star Allu Arjun dance to their tune. With this initiative, 7UP becomes the first brand in the country to bring alive the next-generation technology “Augmented Reality””, thereby taking a giant leap in leveraging digital media as a marketing tool.
What can the consumers do? Consumers needs to buy 7UP PET bottles and use the AR code (a graphic black & white box) printed on the 7UP bottle sleeve and place the bottle in front of a webcam to make Allu dance in 7 different dance styles such as Salsa, Hip Hop, Rock ‘n’ Roll, Pop, Retro, Bollywood & Punk Rock. Likewise, consumers need to put the bottle in front of the mobile phone camera and experience Allu’s dance magic.
7UP & Allu Arjun has always been engaging with their fan base in Andhra Pradesh through different ways. Last year, 7UP brought to the state a first of its kind mega consumer engagement program – Dance with Allu – where 7 lucky winners got a unique opportunity to star in a music video with Allu.
Announcing this here today, Ms. Alpana Titus, Executive Vice President - Flavours, PepsiCo India, said “In keeping with its youth-focused brand positioning, 7UP has always remained a pioneer in innovation – be it in products, packaging or in consumer engagement. This innovative campaign brings the technology of tomorrow virtually to the doorstep of our consumers and fans. And in the process, 7UP becomes an integral part of the youth’s everyday lifestyle. We are certain that youngsters in Andhra Pradesh will have added excitement this summer thanks to the 7UP campaign - Click Cheshte, Dance Chesthaan.”
Allu Arjun, the reigning superstar of Telugu cinema, and the 7UP brand ambassador, said “I am very excited to be a part of this campaign. Only 7UP, with its clear focus on innovation, could have conceptualized such a mega campaign on the platform of futuristic technology. And let me tell you – I am really quite happy to be dancing to the tune of my fans in the state. I am sure this technology of ‘Augmented Reality’ is soon going to find its way into some of our movies sooner than later.”
The campaign is being supported by a heavy-duty communication drive. Starting May 26th, an innovative teaser campaign was on air, which will now culminate with final TVC and mega reveal campaign that would drive consumer engagement through a powerful 3D campaign. The teasers encouraged consumers to SMS back to 9211787777 why they think Allu is dancing nonstop & lucky winners stood a chance to win 7 Allu Arjun autographed Apple IPods per day.
Augmented Reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery. This new technology, called Augmented reality, blurs the line between what's real and what's computer-generated by enhancing what we see, hear, feel and smell. Augmented reality adds graphics, sounds, haptic feedback and smell to the natural world as it exists. Both video games and cell phones are driving the development of augmented reality.
PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and beverage company. The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 42 bottling plants in India, of which 13 are company owned and 29 are franchisee owned. In addition to this, PepsiCo India’s foods division, Frito-Lay India has 3 state-of-the-art plants.
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.
Mr Mrinall Kanti Dey
General Manager - Corporate Communications
Alliance Public Relations