Pepsico India has rolled out a campaign to push its latest promotional offer for 7UP, featuring Bappi Lahiri.
“Pepsico's 7UP wanted to come up with an innovative theme for their yearly Under the Crown (UTC) promotional offer,” said Josy Paul, national creative director, BBDO India. “This time round, the effort was to move away from generic prizes like vacations, bikes, or a rendezvous with your favourite celebrity and capture 7UP’s lemon equity in addition to offering an enticing and inventive reward.”
The agency has created a campaign built around the creative concept ‘7UP sone ke nimbu offer’; the reward being an opportunity to win seven lemons made of actual gold plus Rs 7 crore in cash.
“For the TVC, the agency chose an ideal ambassador to represent the offer – none other than the King of Bling himself, the golden man Bappi Lahiri” added Paul.
Watch the TVC here:
The ‘Sone ke Nimbu’ TVC focuses on Bappi Da’s penchant for all things gold as he gives a journalist a guided tour of his glittering possessions. It is then revealed that the next item on his gold wish list happens to be a golden lemon. To quench his thirst for gold, he is shown stacking up on his supply of 7UP. The ad concludes with a voiceover urging the audience to go out and grab the gold lemons before he does.
The TVC has been conceptualised and written by Sandipan Bhattacharyya, executive creative director , BBDO India and directed by Ayappa of Footcandles Films. "It's refreshing from the word go. The offer's refreshing, the ambassador is refreshing, the ad is refreshing. Quite a nice fit for a refreshing drink," said Bhattacharyya about the TVC. "It's interesting how gold lemons actually bring out 7UP's lemon refreshment promise in a surprising new way. And where there's gold, can Bappi Da be far behind!?!"
Brief: Promote 7UP’s new promotional offer
Creative Director: Sandipan Bhattacharyya
Copywriter: Sandipan Bhattacharyya
National creative director: Josy Paul
Production House: Foot Candles Films
Media Agency: Mindshare