7UP unveils new positioning - Dil Bole I Feel Up; Gets Sharman Joshi as brand ambassador

Starting the New Year on an UPtimistic note, PepsiCo India has revealed the new positioning for its 100% natural lemon flavored drink, 7UP and its popular sub-brand Nimbooz with Bollywood star and brand ambassador, Sharman Joshi. The new brand philosophy of 7UP, "Dil Bole I Feel Up' celebrates India's undying UPtimism and positive attitude.

As part of the new positioning, the brand has unveiled exciting new packaging for both 7UP and Nimbooz with its new international logo. The first Dil Bole I Feel UP TV commercial featuring Sharman Joshi will go on air later in January. Conceptualised by 7UP's creative partner, BBDO, the ad film features a dance-off between Sharman and a penguin. Shot in Australia with the latest in CGI (computer generated imagery) and motion capture technology; the film is choreographed by renowned Hollywood choreographer, Simon Lind of Happy Feet 2 fame.

Celebrating India's UPtimism, 7UP has also embarked on a never done before nation-wide dance odyssey. With dance being the ultimate expression of an upbeat spirit, 7UP has flagged off a unique, dancing journey with Tamil Nadu's dancing star, Sherif - winner of the dance reality show, Ungalil Yaar Adutha Prabhudeva. 7UP's Dancing Man, Sherif will tap his way into people's hearts across the country to bottle India's UPtimism. As part of the Dil Bole I Feel UP campaign, he will travel to 11 Indian cities, from Chennai to Chandigarh, to bottle reasons that make people feel UPtimistic and positive. He will make Indians dance along and ask what makes them feel UP; and in the process spread the cheer all around.

Speaking about the new positioning, Ruchira Jaitly, Executive Vice President - Marketing, Beverages (Flavours), 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."

Looking UPtimistic at the launch, Sharman Joshi, actor and brand ambassador, 7UP said, "I feel that UPtimism is a theme that most of us can relate to and there is no pretense about it. The 7UP philosophy reflects the mood of our country and how we always manage to stay positive. It has been a pleasure to work with the 7UP team again and I am quite excited about the campaign including the penguin film."

"The concept of bottling India's UPtimism through dance is fascinating and I'm really excited to be a part of 7UP's initiative. I believe dance is the best way to express one's UPbeat spirit and look forward to this journey of a lifetime", said, Sherif - 7UP's Dancing Man.

Apart from the exciting TV and on-ground activation, the campaign will be supported by robust outdoor, online and radio initiatives. For more details and other exciting content, log on to https://www.ifeelup.in or https://www.facebook.com/7UP INDIA

7UP, the refreshing clear drink with 100% natural lemon and lime flavour was created in 1929 and was launched in India in 1990. For the last 4 years, 7UP is amongst the fastest growing brands in the carbonated soft drinks category in India. It is available in various pack sizes of 330 ml Can, 250ml Slim Can, 200 ml and 300 ml returnable glass bottles (RGB); 500 ml, 600 ml, 1 litre, 2 litre and 2.25 litre PET bottles. Nimbooz is India's first nationally available packaged Nimbu Pani (lemonade), launched in 2009. It is available in 350ml PET, 200ml RGB and 200ml Tetrapak.


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