7Up’s animated ‘cool dude’ Fido Dido has been a constant fixture in nearly all TVCs for the aerated beverage. The animated character comes up with yet another cool idea in a new 7Up TVC currently being aired on all entertainment and sports channels. The concept of 7Up’s new commercial takes forward the proposition of absolute refreshment of mind body and soul.
Directed by Farah Khan, the film is set on a hot sunny beach in Kerela that portrays Fido as the facilitator of fun and refreshment to a group of youngsters who want to enjoy the cool and refreshing comfort of the beach. The commercial reiterates 7Up’s core proposition of being the most refreshing drink, reinforced by Fido’s cool andaaz of doing things. The TVC is currently being aired on all entertainment and sports channels.
Pratik Pota, Executive Vice-President-Marketing, Flavours, PepsiCo India, said, “The concept behind the ad is based on a two-pronged approach. Firstly, it communicates the concept of ‘refreshment’ as the core proposition. Secondly, the commercial scales the largeness of 7Up as a brand. Our target group for 7Up comprises 18-34 year olds.”
The film opens with Fido and his friends heading towards the beach to beat the heat. However, just as they are about to get into the water, a guard approaches them and stops them from swimming. While everybody starts walking away, Fido takes a sip of his chilled 7Up and an idea strikes him. Fido disappears only to return along with a whole herd of elephants who fill up their trunks with sea water and spray over Fido and his friends for an impromptu rain dance. This cool idea also gets Fido a pretty girl.
JWT Senior VP and Delhi head, Rohit Ohri, said, “The new 7Up commercial is about refreshment Fido style. The surprising refreshment solution that Fido finds for his friends restarts the party. Anuja Chauhan, ECD JWT, has written the film, which has been directed by Farah Khan.”
Pota added that the TVC was part of a 360-degree activation for 7Up that included innovative outdoors, mobile hoardings, bus shelters as well as high visibility in malls. Taking forward the aspect of absolute refreshment, 7Up will be the upcoming ‘rain dances’ as well.