Conceptualized by DDB Mudra, 7UP® rolls out its 360° integrated TVC campaign
7UP® launches its TVC ‘Think Fresh’ conceptualized by DDB Mudra with an aim to encourage India’s youth to look at everyday curve ball situations through a lens of fun and lightheartedness. The brand notifies that through this TVC, it celebrates today’s youth and their ingenious spirit to not be bowled over by googlies.
The TVC opens with our hero and his crush exchanging stolen glances until their moment is suddenly interrupted by loud and peppy music from the adjacent house. This distracts the girl, who now shifts her attention to the muscular guy who has appeared on the adjacent balcony. The hero is left disappointed. Fido Dido with his 7UP® bottle comes to his rescue and inspires him to think fresh to set up a makeshift see-saw which turns up the situation to his advantage.
Speaking about the new campaign, Naseeb Puri, Marketing Director, Flavors (7UP and Mirinda), PepsiCo India shares, “Life is a series of many curveballs but taking these googlies head-on, and flipping them to one’s advantage with wit and fresh thinking is what determines who wins at the end. This is exactly what 7UP’s philosophy is all about, – inspiring youth to ‘Think Fresh’ & use their wit to effortlessly tackle challenging situations. 7UP has always created content that has resonated strongly with the youth and we believe this new TVC is no exception. It is a fun campaign, and we are confident that people will enjoy Fido’s and our hero’s fresh thinking and be encouraged to approach life with an upbeat attitude.”
Vishnu Srivatsav, Regional Creative Director – Advertising and Digital, DDB Mudra Group adds, “Brand 7Up has a vibe of its own and it was crucial for us to capture the fun energy and fresh thinking that the brand stands for in the communication we develop. It’s a brand that speaks to youngsters by showcasing their lives, their trials, and tribulations, and their redemption. Add to that a cool character like Fido and his quirk makes for even more compelling storytelling.”
The 7UP® TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign.
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