Conceptualised by BBDo, the latest 7UP TVC celebrates the refreshing dance spirit with Irrfan and Raveena Tandon to take UPtimism to the next level
BestMediaInfo Bureau | Delhi | April 21, 2014
Taking forward its brand philosophy of ‘I Feel UP’ to the next level of UPtimism, 7UP, the natural lemon flavoured drink from PepsiCo is all set to celebrate dance in its entirety, fostering a strong bond for consumers with their families. Strengthening the philosophy of using dance as the best form of expression, the brand has launched an exciting commercial featuring actors Irrfan and Raveena Tandon in a never seen before avatar.
The TVC commercial features Irrfan and Raveena Tandon as parents and opens with them watching an old video of Irrfan dancing at his college festival. The viewing is interrupted as a visibly grim and irritable Irrfan enters the house and feels embarrassed on seeing the video, asking it to be turned off. The mood lightens up when he is given a bottle of 7UP, he takes a swig from it and we see him take centrestage to do the famous moon walk, reliving his college days and leaving his family enthralled and amused.
The 7UP commercial cuts across all age groups to reestablish the fact that dance is for everyone. The campaign aims at positioning dance as the ultimate form of expression and reiterates 7UP’s brand philosophy to feel UPtimistic and express freely. The campaign also aims to create a stronger bond for consumers with their families at home and drive in-house consumption.
Ruchira Jaitly, Senior Director - Marketing, Social Beverages at PepsiCo India, said, “With the launch of the new commercial, 7UP reiterates its belief of staying UPtimistic and reminds us of how dance is a form of uninhibited joy for everyone, irrespective of age or gender. In today’s fast paced world where people rarely find time for themselves, our campaign is all about creating memorable moments with friends and family and making them come alive, in this case with a memorable moment between father and son. This brings alive in 2014 the brand philosophy of ‘I Feel UP’ in the context of precious family time together.”
Sandipan Bhattacharyya, Executive Creative Director, BBDO India, commented, “With the pressures of parenthood, most people lock away a part of their lives when they were younger and more fun. In their bid to be perfect parents, they become strict and uptight and consequently, their kids rarely imagine loosening up and enjoying with them at home. 7UP has extended its ‘I Feel UP’ philosophy to unlock the forgotten fun side of such parents by building a bridge for that gap at home and making every moment an UP moment!”
The brand continues its endeavour to bring alive the refreshing attitude of 7UP through novel and exciting experiences for consumers that last a lifetime. The 60-second TVC has been released in Hindi. It has been directed by Prasoon Pandey.
Actor Irrfan said, “I love 7UP for the refreshing ads they come up with which are entertaining and thought-provoking at the same time. And, I consider myself lucky to have been offered this script that I just couldn’t say ‘no’ to. Shooting for the commercial was great fun as I relived my college days. Dance makes one feel alive and helps express freely, leaving behind all worries and inhibitions.”
Raveena Tandon added, “What I love about the new ad is how they have given ‘family’ a spin and presented it in a way that is exciting for viewers to watch and relate to. I can safely say that there is no other drink or commercial as refreshing as 7UP.”
Creative Agency: BBDO India
Chief Creative Officer: Josy Paul
Executive Creative Director: Sandipan Bhattacharyya
Copywriter: Sandipan Bhattacharyya
Art: Anunay Rai
Vice-president: Rajesh Sikroria
Account management: Aditya Gupta, Priyanka Walia
Planning director: Ajai Jhala, Bikram Bindra
Production house: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala