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7UP launches summer campaign with Sharman Joshi

Conceptualized by BBDO India, the two TVCs will go on-air next week; watch the first TVC here.

Neha S | Delhi | March 24, 2011

PepsiCo India has launched a new campaign for its 100% natural lemon flavored drink, 7UP. The campaign that includes two TVCs is expected to go on-air by the end of March. The new on-air campaign directed by renowned film director, Rajkumar Hirani of Munnabhai series and 3 Idiots fame features Bollywood actor Sharman Joshi. The theme of the campaign is ‘Gussa Hatao, Chill Machao’ - a refreshing new mantra from a refreshing lemon drink that promises to cool you down when it matters the most.

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”.

[youtube]http://www.youtube.com/watch?v=7N_xdhl7Bxc[/youtube]

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 Sandipan Bhattacharya, Executive Creative Director, BBDO India.

The on-air campaign will be supported by robust outdoor, online and on-ground activation.

Credits:

  • Director for the films:                                   Rajkumar Hirani
  • Creative Agency:                                          BBDO India
  • Executive Creative Directors:                         Josy Paul & Sandipan Bhattacharyya
  • Media Planning:                                           Mindshare

Neha@BestMediaInfo.com

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