Sustaining the freshly brought in 'Dil Bole I Feel Up' philosophy for 7UP, PepsiCo India is out with a new campaign for the lime beverage brand created by BBDO India.
The TVC shows Sharman Joshi in an ebullient avatar dancing off with a penguin, and a soundtrack plays in the background to elevate the whole emotion of 'I Feel Up'.
Commenting on the rationale of the concept, Sandipan Bhattacharyya, executive creative director, BBDO India, said, "The thought of putting together a Bollywood actor and a penguin came across as something fresh and lighthearted. It had the right ingredients to deliver on our brand's philosophy of 'I Feel Up'."
Bhattacharyya added that they intended the brand's philosophy to resonate with the youth. He mentioned, "If you give them a reason to latch on to a thought, it gets easier for the brand to find a place in their minds."
The song that plays in the background has been created by Ram Sampath and a longer version of the same has been made for radio listeners.
The brand had already generated buzz on twitter with the #ifeelup hashtag and the 72 hour tweet-a-thon. The next leg of the campaign treads on YouTube giving youngsters a chance to upload videos reflecting the 'I Feel Up' ideology.
Bhattacharyya shared a few unplugged moments from the shooting which took place in Australia. The dance-off between Joshi and the penguin were executed with the aid of motion capture technology and a few infra-red cameras. In order to capture bonafide expressions of a penguin, the team observed penguin's behaviour on a host of videos to be able to portray natural expressions in the TVC. "The shoot involved a lot of dancing from Sharman who is not even known for that particular skill. But the irrepressible impromptu dancing and that split step towards the end, found an amazing juxtaposition in the story," he added. Joshi rehearsed for that step for three hours on the sets of the shoot.
Client: PepsiCo India
Agency: BBDO India
Chief creative officer: Josy Paul
Executive creative director: Sandipan Bhattacharyya
Copywriters: Sandipan Bhattacharyya, Arjuna Gaur
Art director: Anunay Rai
Account management: Siddharth Bhattacharya, Ankita Vardhan Singhal
Planner: Shekhar Khanna
Film director: Damien Toogood
Producer: Charity Downing
Production house: Luscious International, Sydney
Animation and VFX: Alt Vfx, Brisbane
Music director: Ram Sampath
Media agency: Mindshare