7UP has launched a campaign under its #ThinkFresh series. Conceptualised by DDB Mudra, the film features the Fido Dido, the brand mascot, and addresses everyday curveballs in a playful manner. It aims to tell the youth to not be frustrated with everyday problems, but find simple witty solutions to them.
The film opens with a man sitting in the ladies section of a bus. As soon as he sees a young woman enter the bus, he pretends to fall asleep so that he wouldn’t have to give up his seat to her. Fido Dido then takes a sip of 7UP and comes up with a fresh solution. He drops a toy snake into the man’s lap from the window. Feeling something on his lap, the man opens his eyes, jumps in fear, and as a result, vacates his seat to the girl’s advantage.
Naseeb Puri, senior marketing director, Flavors, PepsiCo India, said, “7UP, our clear refreshing drink instigates youth to ‘Think Fresh’ to address the various life’s curveballs with a cool mind and smart thinking. The new campaign throws light on the many tricky situations that we face every day… and Fido Dido, with his quick-wit and fresh thinking demonstrates that that no matter which curveball comes one’s way, keeping a cool mind will ensure one finds a ‘fresh’ way to emerge on top and win in this evolving reality. I am confident that our new bold, tongue-in-cheek campaign will resonate strongly with our consumers.”
The campaign will be rolled across TV, digital, outdoor, and social media.
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Watch the film conceptualised by DDB Mudra here