PepsiCo India has unveiled their new campaign for 7UP featuring brand ambassador Sharman Joshi. The campaign, around the theme ‘Gussa Hatao, Chill Machao’, includes two TVCs is expected to go on-air by the end of March. BBDO India has worked on the campaign, while filmmaker Rajkumar Hirani has been roped in to direct the commercials.
Watch the TVC here (story continues below)
The first TVC revolves around a man who has been splashed with mud by a speeding truck and gives the truck a chase on his two-wheeler, hell-bent on teaching the driver a lesson.
Alpana Titus, category marketing director (Flavoured Carbonated Drinks), PepsiCo India Beverages said, “Sharman, with his calm, unruffled and extremely affable personality is a perfect match to highlight the brand’s positioning of a cool, refreshing drink. With Raju Hirani creating his magic with the ad films, we are confident that our consumers will not only enjoy the campaign but also identify with the theme of ‘Gussa Hatao, Chill Machao’. We look forward to a great summer season; kick starting with this exciting campaign”.
Taking cue from real life moments of sudden provocation, the thematic campaign highlights simple issues of anger management. People often get into heated arguments, squabbles and fights that always seem mindless and silly in retrospect. The TVCs revolve around these instances and Sharman as the new 7UP guy proves to the enraged characters that their anger is misplaced and it is best to douse it with a chilled bottle of 7UP, through a series of witty and offbeat questions.
“Every minute you spend in anger, you lose 60 seconds of cool. With growing instances of mindless flare-ups that we see around us every day, this philosophy is sure to resonate with the youth. We wanted to have a 7UP campaign that has a life beyond its 40 seconds on the TV screen. A philosophy that packs the benefit of the product yet has some use in our daily lives. Chill Machao is not just a campaign you see, it is a campaign you can live,” added Sandipan Bhattacharya, executive creative director, BBDO India.
The on-air campaign will be supported by robust outdoor, online and on-ground activation.