PepsiCo India has signed Bollywood star and brand ambassador, Sharman Joshi to promote its 100% natural lemon flavored drink, 7UP and its popular sub-brand Nimbooz ‘UPtimistically.’

Photo: Sharman Joshi and Ruchira Jaitly, from www.bestmediainfo.com

The new brand philosophy of 7UP, ‘Manam Soluthey I Feel UP’ celebrates India’s eternal optimism and positive attitude to life. The first TV commercial featuring Sharman Joshi will air later in January. Created by BBDO and shot in Australia, the ad features a dance-off between Sharman and a penguin. The film is choreographed by renowned Hollywood choreographer, Simon Lind of Happy Feet 2 fame.

The celebration will include a nationwide dance journey. Leveraging India’s love to dance, 7UP has created a dance campaign featuring Tamil Nadu’s dancing star, Sherif. As part of the campaign, he will travel to 11 Indian cities, from Chennai to Chandigarh, to unveil reasons that make people feel UPtimistic and positive. The dancer will ask people what makes them feel up.

In addition, the brand has unveiled new packaging for both 7UP and Nimbooz with its new international logo.

Ruchira Jaitly, Executive Vice President, Marketing, Beverages, PepsiCo India said, «We Indians are unputdownable and our optimism or UPtimism helps us stay motivated in any situation. India Feels UP and at 7UP we salute that with our new positioning. We are kick-starting the New Year with an exciting new ad film, a unique dance odyssey to bottle India’s UPtimism and a whole lot of exciting UPbeat activities. We are confident that it will resonate well with our consumers nationwide.»

The campaign will also include outdoor, online and radio initiatives.