PepsiCo India has appointed Proximity India as its digital creative agency for its 7Up brand. Proximity will handle all digital initiatives, including social media.
Proximity India is the youngest agency of Proximity Worldwide and is globally aligned to BBDO Worldwide. Proximity India offers talented communications experts with skills across the full range of relationship, digital and direct marketing services. The agency is focused on providing solutions and initiatives that are designed to change individual consumer behaviour by creating “acts not ads”.
Commenting on assigning Proximity the account, Ruchira Jaitley, EVP - Marketing, PepsiCo India, said, “Proximity India is a part of the PepsiCo agency team. Proximity has done work award winning work with PepsiCo in the past and we were delighted with the strong creative work and strategic thinking demonstrated by Proximity India. Proximity is amongst most awarded digital agencies globally, and we look forward to being able to draw upon their international networks for learnings from across the world.”
Commenting on the win, Ajai Jhala, CEO, BBDO/ Proximity, said, “7Up is BBDO’s founding brand and winning the digital account in Proximity’s first year of operations makes it that much more special. We are really excited about this win and are looking forward to delivering truly interactive digital ideas.”
Ranjeev Vij, VP & Head, Proximity India added here, “We can’t be more thrilled than working on this iconic brand and look forward to collaborate on big ideas and amplify them in everything that is digital today.”
Proximity India has offices in Mumbai and Delhi and has worked on campaigns like Aviva Life Insurance for its ‘Great Wall of Education’ initiative. This initiative has helped collect over two million books for underprivileged children and the brand managed to get over 1.5 Lakh fans for on Facebook. BBDO/ Proximity has won many accolade and awards for this campaign, including recent one at Asia Digital Media Awards 2011.
Proximity also manages digital work for Nicorette for which they launched a social application to support smokers quit on Facebook and have managed to get over 1.25 lakh fans on Nicorette India fan page within a span of four months.
In the past, Proximity network worked closely with other BBDO clients in India. Their idea for Quaker’s ‘Mission to make India heart healthy’ won several awards in India and internationally, including the PepsiCo ‘Performance with Purpose’ Award.
Apart from 7Up, over last couple of months Proximity digital team has added clients like Nissan, Visa and Doublemint to its portfolio.
Early next year, Proximity will launch their proprietary Digital Lab Initiative in India, which is a multi-faceted program, designed to drive digital thought leadership and to provide a significant added value service to its clients.
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