7Up Takes Chennai By Storm on April ‘Cools’ Day

Come 1st April and the entire world is determined to prank one another. But this year, instead of ‘fooling people’, 7Up, the refreshing clear drink with a natural lemon flavor decided to test how Chennaites react when someone plays a prank on them.

7Up teamed up with popular Tamil actor SATHISH MUTHUKRISHNAN to see whether people in Chennai COOL or get FOOLED through pranks. Sathish posed as a local taxi driver in the city and drove around town, pranking unassuming passengers.

Sathish’s antics in the cab, with the passengers, ranged from him being an intrusive cab driver, who wanted to know everything that happens in their life to one who wanted to share all the details of his love story with them. He tested the passengers’ patience by playing old songs, having tourists perform a pooja in the cab, and even giving them marriage advice!

While some passengers fell for his pranks and thus became ‘FOOLS’, there were several others adopted 7Up’s philosophy of being ‘COOL’. The ‘COOL’ category of passengers sang along with Sathish, laughed at themselves, and some even saw right through the hoax and recognized Sathish before he could prank them.

The concept of APRIL COOL’S DAY stems from the brand’s philosophy that no matter what kind of a situation one is stuck in, it is important to stay cool. It builds on 7Up’s current ‘Put the Chill’ campaign, which tells consumers that it doesn’t matter how much there is to stress about - when they relax, chill and don’t let it affect their natural positivity, there’s nothing one can’t take on.

Through APRIL COOL’S DAY, the brand is also giving a new spin to the philosophy of the ORIGINAL CHILLER, 7Up’s timeless mascot FIDO DIDO. The wriggly-haired mascot known for his quirky, fun attitude and witty one-line FIDOSIPHIES reiterates the brand’s belief that there is no point stressing about stressful situations.

Speaking about April Cool’s Day, Nobel Dhingra, Director Flavors (7UP and Mirinda) and Area 3 Countries, PepsiCo India, “7Up as a brand has always encouraged today’s consumer to be their cool and optimistic self . This year, we have the original Cool Dude, Fido Dido telling India to “Put the Chill” in their lives. We thought that there is no better day to reiterate 7Up and Fido’s message than April Fool’s Day. It’s the one day of the year where people are constantly worrying about which prank they are going to fall for. Our message is simple – on 1st April this year, don’t be a fool. Instead be like Fido, sit back, relax and Put The Chill in the day with a refreshing 7UP.”   

CLIENT TEAM: Nobel Dhingra, Arti Hajela

AGENCY CREDITS:

• Amit Kekre - NATIONAL STRATEGY HEAD
• Phalgun Polam - STRATEGY DIRECTOR
• Vishnu Srivatsav - CREATIVE HEAD SOUTH
• Sooraj Pillai - CREATIVE DIRECTOR
• Neha Sathe - ASSOCIATE CREATIVE DIRECTOR
• Rajiv Sabnis - EXECUTIVE DIRECTOR -  DDB MUDRA GROUP & MANAGING PARTNER- DDB MUDRA WEST
• Vineet Kindra - SR.  VICE PRESIDENT & BUSINESS PARTNER
• Abhishek Walia - DIRECTOR BRAND ENGAGEMENT
• Maitree Lonare - MANAGER BRAND SOLUTIONS
   

DIGITAL TEAM (22FEET TRIBAL WORLDWIDE)

• Vivian Albert - ACCOUNT LEAD
• Rukmini Sengupta - CONTENT LEAD
• Ipsita Barik - CONTENT
• Mridha Anand - CONTENT
• Bharat Chauhan - DESIGN LEAD
• Nirmal Karn - DESIGN
• Khushi Goklani - DESIGN