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7UP out to bottle India’s ‘UP’timism

12-January-2012
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7UP out to bottle India’s ‘UP’timism

Optimism seems to be the flavour of the season. After Coke and its “Umeed wali dhoop” campaign, now PepsiCo India has embarked on a journey of, what it calls, ‘UPtimism’.

PepsiCo has started the New Year by unveiling the new positioning for brands 7UP and Nimbooz. The new brand philosophy of 7UP – ‘Dil Bole I Feel Up’ – celebrates India’s undying ‘UPtimism’ and positive attitude.

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 actor 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.

Speaking about the new positioning, Ruchira Jaitly, Executive Vice President - Marketing, Beverages (Flavours), PepsiCo India, said, “We Indians are unputdownable and our optimism or UPtimism helps us stay motivated in any situation. 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.”

Along with the new TVC, an on ground activation in the form of a nation-wide dance odyssey has also been flagged off. The dance features 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 Indian cities, from Chennai to Chandigarh, to bottle reasons that make people feel UPtimistic and positive.

Apart from the TVC and on-ground activation, the campaign will be supported by robust outdoor, online and radio initiatives.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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