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Fido gets 'desi' look in new 7UP commercial

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Fido gets 'desi' look in new 7UP commercial

Catch Fido on an Indian setting now. Pepsi's lemon-lime brand 7UP has kicked off its new campaign for 2005, co-starring brand mascot Fido Dido with Bollywood star Yana Gupta. Fido has been 'Indianised' with the quawaali backdrop and of course Gupta adding the 'Bollywood' feel. JWT has made the commercial.

Punita Lal, Executive Director (Marketing), Pepsi Foods Pvt. Ltd. said, "While reinforcing the refreshment cues, the advertising brings out the core of Fido's persona - fun, wit and out-of-the-box thinking. The brand proposition 'Refreshingly Imaginative' is best reflected in this advertising with the new baseline 'Andaaz sabse cool.'

Choreographer-turned-director Farah Khan has produced the 30-second TV ad. On the campaign Khan said, "It was wonderful putting Fido in the typical Bollywood quawaali setting, giving him a little koti and gale mein rumaal. He added a lot of fun and fizz on the sets. He is every director's dream, no starry hang ups, bilkul bindas."

This campaign kicks off the launch of the new Fido in an Indian setting for the first time. Fido Dido first appeared in New York city, as a doodle on a napkin back in 1985. Joanna Ferrone and artist Sue Rose, who strove to find a strong creative vehicle for their shared philosophies, created him. The Fido character - a black & white icon, is a laidback lad, with unconventional wit and wisdom, but Ferrone also sees Fido as promoting equality as well- 'you are what you are - and what you are is ok' image.

Gupta, on her stint with Fido, said, "I had so much fun shooting this spot with Fido. He is just so cool. In fact I love how he always finds a smart and witty way to get his favourite drink 7UP." The sign off for the campaign: "Andaaz sabse cool!" is also the new tag line for 7UP.

Anu Malik has composed the music. On the composition, Malik said, "Creating this quawwali was quite a challenge. For one, the duration was 40 seconds - thereby becoming the shortest quawwali ever made. Secondly, I had to ensure the classic quawwali repartee format between the two protagonists - Yana and Fido, and set it to foot tapping music."

The track was composed within two days and recorded in a Mumbai studio with noted quawwali singers Shabri brothers and Sonu Kakkad who sang the famous "babuji zara deere chalo" in the film Dum.

This campaign has been started in Hindi, Tamil, Kannada and Telegu across TV channels in India from February 22. Besides television, this campaign will also be visible on billboards across the country and at all soft drink stores. The sound track will also be on high rotation on FM radio channels.


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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