PepsiCo India has revealed a new positioning for 7UP and its sub-brand Nimbooz, ‘Dil Bole I Feel Up’, which is said to celebrate India’s undying "UPtimism" and positive attitude.
As part of the new positioning, the brand has unveiled new packaging for both 7Up and Nimbooz with its new international logo. The first 'Dil Bole I Feel UP' TVC (created by BBDO) featuring a dance between Sharman Joshi and a penguin will go on air later in January. There is also a dance-related initiative with Sherif - winner of the dance reality show, 'Ungalil Yaar Adutha Prabhudeva', who will travel to 11 Indian cities, from Chennai to Chandigarh, to find out reasons that make people feel "UPtimistic and positive".
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.”
Apart from TV and on-ground activation, the campaign will be supported by outdoor, online and radio initiatives. The brand partnered with The Viewspaper to host a 'I feel UP' tweet-a-thon on Twitter, from 8-10 January, where tweeple could post their views on what makes them feel positive in India with #ifeelup.