7up has teamed up with brand ambassadors, Rashmika Mandanna and Anirudh Ravichander and launched an all-new campaign that aims to establish 7up as a companion for spicy food enthusiasts across South India.
The campaign titled, ‘Kaara Saarama Eat, 7up Repeat’ translates to, ‘Eat Spicy Food – Drink 7up – Repeat’ in that order. The campaign is accompanied by a TVC that features the brand ambassadors, Mandanna and Ravichander who share the screen on 7up for the first time ever. The campaign as well as the TV commercial ties back to the brand’s ongoing Super Duper Refresher positioning across India.
The 46-seconds film, opens to a late afternoon, set against the backdrop of a lively food truck-themed open-air restaurant, where Mandanna, engages in a spicy culinary adventure with master chef Ravichander. She stands before the truck, perusing the menu with a mischievous glint in her eyes. Playfully engaging with the chef, she craves the bold flavors of Chettinadu and Madurai cuisine.
Ravichander creates a "Chettinadu fire parotta.” As Mandanna bites into the spicy dish, her eyes water, but undeterred, she craves more. With chili emojis in her eyes and a fiery tongue, she desperately seeks relief from the spice heat to relish the food again. Ravichander surprises her with a special delivery from a fire engine, showcasing the intense spice and the relief provided by 7up, ending with the catchphrase, 'Kaara Saarama Eat… 7up® Repeat!'
Shailja Joshi, Category Lead, Cola and Flavors, PepsiCo India, said, "Leveraging further on the biggest category driver of refreshment in the clear category, 7up is all set to position itself as the ultimate occasion refreshment champion. Embracing the deep-rooted love that consumers have for both spicy food and 7up, the brand has started its journey to level up the food experience when consumed with 7up. The campaign 'Kaara Saaram Eat, 7up Repeat' is an artistic take to highlight the beautiful blend of bold, spicy flavors perfectly balanced with the refreshing 7up. We are excited to take this campaign forward through the year and couldn't be happier to have Rashmika and Anirudh launch this campaign through a quirky new film."
Commenting on this collaboration, Brand ambassador, Mandanna said, “There’s nothing quite like the combination of the spices from my favorite delicacies and the refreshing kick of 7up. I have grown up on the flavorful notes of spices in my food and so this film is a very natural representation of myself in real life. It was a great experience to shoot with Anirudh and I hope our fans will jump on board to join enjoy this ultimate pairing.”
Sharing his excitement on the new campaign, Brand ambassador, Ravichander said, “Starting the year with 7up's pairing with spicy food and this new film with Rashmika is truly exciting. It captures the perfect blend of bold taste and refreshment, making every sip a delightful journey. Cheers to this flavorful adventure, and I hope my fans across the country enjoy it as much as I do!”
The creative agency for the campaign is Leo Burnett.
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