Hyderabad, July 12, 2008: 7UP, the 100% natural lemon & lime flavour from PepsiCo, today ended its ‘Burra Fry? 7UP try’ consumer promotion with a big bang! The lucky winners of the promotion got a dream chance to meet their favourite superstar and 7UP’s brand ambassador Allu Arjun. The fun-filled afternoon saw huge number of winners who were thrilled to interact with the actor.
7UP had introduced a SMS led contest across Andhra Pradesh. The interested participants had to SMS the answer to one simple question ‘what does Allu Arjun do when he is “burra fried”?’ The initiative received huge response with approximately 23,000 smses from across the state. The winners were chosen through a random computerized selection process.
Commenting on the initiative, Ms. Jyotsna Gadi, Executive Vice President-Marketing, PepsiCo India said, “Brand 7 up provides refreshment that uplifts your body, mind and mood, because of its great thirst-quenching ability, and its natural lemon-lime flavor. The brand’s positioning is based on the belief that our young consumers face various “Burra Fry” situations everyday, ranging from traffic jams, to long queues, to boring lectures, and 7 UP’s great refreshment helps them to overcome all this and stay positive. We believe this will help us forge a deeper connect with our target audience.”
“We have consistently offered exciting experiences to our consumers. Through this special ‘Burra Fry? 7Up Try!’ promotion, we have provided Allu Arjun’s fans the opportunity to connect with their favorite star”, she further added.
Allu Arjun, Telugu cinema’s sensation said “I completely relate with 7 Up’s great lemon-lime refreshment, whenever I have my own Burry Fry moments, and I’m sure all consumers will do too. Its great to be here today and I thank 7 Up for giving me an opportunity to connect with all of you who have contributed to my success in innumerable ways.”
“Allu Arjun is my favourite actor and I never thought I will be able to meet him in person - but thanks to 7UP, I feel more than lucky. It is like a dream come true”, said Tanveer one of the delighted winners who always aspired to meet Allu Arjun.
This unique promotion provided fans the opportunity to win a variety of exciting prizes including stylish shades, 7UP t-shirts, sling bags and music Cds. A few lucky winners won the ultimate prize, the opportunity to meet the superstar Allu Arjun. A 360 degree approach including television commercial, outdoor campaign encompassing billboards, hoardings, posters, layouts of retail counters was undertaken to promote the contests across the entire state of Andhra Pradesh.