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7UP unveils new ‘UPtimistic’ positioning

The new brand philosophy of ‘Dil Bole I Feel UP’ will be backed up by new packaging as well as a TVC made by BBDO with actor Sharman Joshi as brand ambassador

BestMediaInfo Bureau | Delhi | January 12, 2012

Starting the New Year on an ‘UPtimistic’ note, PepsiCo India has revealed the new positioning for its 100% natural lemon flavoured drink 7UP and its popular sub-brand Nimbooz. The new brand philosophy of 7UP, ‘Dil Bole I Feel Up’, celebrates India’s undying UPtimism and positive attitude with Bollywood actor Sharman Joshi as brand ambassador.

As part of the new positioning, the brand has unveiled new packaging for both 7UP and Nimbooz with its new international logo. The first ‘Dil Bole I Feel UP’ TV commercial featuring Sharman Joshi will go on air later in January.

Conceptualised by 7UP’s creative partner BBDO, the ad film features a dance-off between Sharman and a penguin. Shot in Australia with the latest in CGI (computer generated imagery) and motion capture technology; the film is choreographed by renowned Hollywood choreographer Simon Lind of ‘Happy Feet 2’ fame.

7UP has also embarked on a never done before nationwide dance odyssey. With dance being the ultimate expression of an upbeat spirit, 7UP has flagged off a unique dancing journey with Tamil Nadu’s dancing star Sherif, winner of the dance reality show ‘Ungalil Yaar Adutha Prabhudeva’. As part of the ‘Dil Bole I Feel UP’ campaign, he will travel to 11 cities, from Chennai to Chandigarh, to ‘bottle’ reasons that make people feel UPtimistic and positive.

Speaking about the new positioning, Ruchira Jaitly, Executive Vice President - Marketing, Beverages (Flavours), PepsiCo India, said, “Indians are unputdownable and our optimism or ‘UPtimism’ helps us stay motivated in any situation. India feels UP and at 7UP we salute that with our new positioning.  We are kick-starting the New Year with an exciting new ad film, a unique dance odyssey to bottle India’s ‘UPtimism’ and a whole lot of exciting ‘Upbeat’ activities. We are confident that it will resonate well with our consumers nationwide.”

Sharman Joshi commented, “I feel that ‘UPtimism’ is a theme that most of us can relate to and there is no pretense about it. The 7UP philosophy reflects the mood of our country and how we always manage to stay positive. It has been a pleasure to work with the 7UP team again and I am quite excited about the campaign including the penguin film.”

Apart from the exciting TV and on-ground activation, the campaign will be supported by robust outdoor, online and radio initiatives. For more details and other exciting content, log on to or INDIA

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