7 Up from the Pepsico stable has launched an ad film that builds on the brand’s ‘I Feel Up’ proposition. Bollywood actors Irrfan Khan and Raveena Tandon have been roped in for the film. The ad went on air on 9 April.
The film is set in Khan’s house. He enters his home while talking shop with two subordinates and is surprised to see Tandon (his wife) and kids watching a projection of a video of Khan dancing, from his college days. His son reveals to an embarrassed Khan that they discovered the video and that it is already ‘trending’. Khan is visibly irritated. So his son decides to ‘Up’ his mood with a glass of 7Up. The drink does its job. Khan breaks into some groovy dance steps and the rest of them join in. The film ends with a voiceover and super saying “7UP. I Feel UP.”
Ruchira Jaitly, senior director marketing, social beverages, PepsiCo India, said, “With the launch of the new commercial, 7Up reiterates its belief of staying ‘UPtimistic’ and reminds us of how dance is a form of uninhibited joy for everyone, irrespective of age or gender. In today’s fast paced world where people rarely find time for themselves, our campaign is all about creating memorable moments with friends and family and making them come alive, in this case with a memorable moment between father and son. This brings alive in 2014 the brand philosophy of ‘I Feel UP’ in the context of precious family time together.”
Sandipan Bhattacharyya, executive creative director, BBDO India, added, “With the pressures of parenthood, most people lock away a part of their lives when they were younger and more fun. In their bid to be perfect parents, they become strict and uptight and consequently, their kids rarely imagine loosening up and enjoying with them at home. 7Up has extended its ‘I Feel Up’ philosophy to unlock the forgotten fun side of such parents by building a bridge for that gap at home and making every moment an ‘UP’ moment!”
Credits
Client: Pepsico India
Brand: 7Up
Creative agency: BBDO India
Chief creative officer: Josy Paul
Executive creative director: Sandipan Bhattacharyya
Copywriter: Sandipan Bhattacharyya
Art: Anunay Rai
VP: Rajesh Sikroria
Account management: Aditya Gupta, Priyanka Walia
Planning director: Ajai Jhala, Bikram Bindra
Production house: Corcoise Films
Director (film): Prasoon Pandey
Producer: Cyrus Pagdiwala
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