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Brand 7Up refreshes with new proposition

BBDO India has come up with a new film brings to life the refreshed philosophy and look of 7up

BestMediaInfo Bureau | Mumbai | January 28, 2015

7UP-TVC Click on the image to watch the TVC.

7Up, from the PepsiCo stable, has unveiled a new campaign ‘Tu Up Toh Duniya Up’ and a refreshed visual identity in line with the global effort around the world, ‘Feels Good To Be You’. BBDO India has worked on the multimedia campaign, and has released a new film featuring the brand’s new ambassador Dhanush.

The rejuvenated visual identity for 7up, including logo design and packaging, is rolling out in more than 140 countries in 2015, uniting the brand around the world.

Commenting on the new proposition, Ruchira Jaitly, Sr. Director, Marketing, Social Beverages, PepsiCo India. “7up believes that each one of us is naturally unique and original in our own way, and by being one’s natural self we make the world cheerful. The new campaign ‘Tu Up Toh Duniya Up’ celebrates this philosophy with Dhanush, a perfect brand ambassador reflective of our original and unique 7up consumers. We are thrilled about our association with Dhanush as he embodies the spirit of our brand inherently.”

Josy-Paul-250-top Josy Paul

Elaborating on the film, Josy Paul, Chairman and Chief Creative Officer, BBDO India, explained, “We chose the convocation occasion as our moment of truth because that's the time when you are most vulnerable as a youngster who is going out into the world. This is the best time for the brand to assert its useful truth that by being one’s natural authentic self you make the world more cheerful.”

The film was directed by noted filmmaker Rajiv Menon. Sharing his thoughts on the film, he added, “From the upbeat music by Karthik and exciting choreography by Brinda, to the stylish visual feel of Ravi K's work and the charm and originality of Dhanush, the new 7up commercial urges viewers to be yourself because you are awesome, unique and original – and by being yourself you bring cheer and happiness to everyone around you.”

Paul noted that the campaign is already active on digital media. He observed that the responses on Facebook and Twitter have been most encouraging. “#UPSide has been trending at an all India level. The campaign is all set to roll out on outdoor, radio and other multimedia,” he added.

The TVC:



Brand: 7Up

Creative agency: BBDO India

Chief Creative Officer: Josy Paul

Production house: RMP Productions

Director: Rajiv Menon

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