Top Story

e4m_logo.png

Home >> Marketing >> Article

7UP extends ‘Mallika in a Bottle’ campaign to under-the-crown promotion

20-May-2006
Font Size   16
Share
7UP extends ‘Mallika in a Bottle’ campaign to under-the-crown promotion

7UP, which launched its ‘curvy’ bottle with the ‘Mallika in a Bottle’ campaign, has now launched its under-the-crown (UTC) consumer initiative. The initiative, which will commence from May 20, 2006, will see 140 winners from select markets across North India getting a chance to meet 7UP’s brand ambassador Mallika Sherawat.

Commenting on 7UP’s new initiative, Pratik Pota, Executive Vice-President – Marketing, Flavours, PepsiCo India, said, “It has always been our endeavour to provide innovative and fun filled experiences that are cool and exciting for today’s youth. We are positive that the ‘Mallika in a Bottle’ promotion will help enhance the brand’s connect with 7UP fans across North India.”

He added that in order to participate, the consumer had to purchase a 7UP 200 ml or a 300 ml bottle and look under the bottle crown for various prizes. Then they need to do dial the helpline number mentioned on the crown and get 7UP goodies like Fido branded merchandise such as T-shirts, hats and sling bags. The bumper prize is the opportunity to meet Bollywood actress Mallika Sherawat.

Pota further said that the promotion, running in select cities in Uttar Pradesh, Uttaranchal, Jammu, Madhya Pradesh, Haryana, Rajasthan and Delhi, was supported by a 360-degree activation plan comprising television, radio and outdoor. The promotion will be supported by a 20 second television commercial, which will be on air from May 20, 2006.

“The promotions follow the successful launch of 7UP’s highly innovative 7UP ‘Curvy’ packaging that spells style, aesthetics and differentiation. The curvaceous new packaging is a perfect mix of style, convenience and boasts of the smoothest of curves. 7UP’s new ‘Curvy’ bottle reiterates 7UP’s innovation focus and serves to increase differentiation in the category,” Pota added.

Tags

The popular channel from the Viacom18 ‘s umbrella MTV Indies, which aired music by independent artistes, was replaced by MTV Beats, a 24x7 Hindi music channel in 2016

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Over the last 12 years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh

As the brand sets its gaze towards the future, it was a clear direction to amplify the very feeling of this ‘attachment'

We list a few important stories that you may have missed in the week gone by