7Up has rolled out a campaign ‘super duper refresher’ featuring actor Rashmika Mandanna to highlight how the beverage can provide relief to consumers this summer.
Conceptualised by Leo Burnett, the film opens with Mandanna requesting a shopkeeper for a bottle of 7Up on a sunny day. The shopkeeper gives the actor a chilled bottle of 7Up, but he does so with caution, which leaves her puzzled. Mandanna opens the bottle of 7Up, and the scene shifts to a distant glacier, where a blob of water, creatively depicting refreshment, begins to form and then travels across snow-clad mountains, moving towards her as she brings the bottle closer to her mouth. The bottle of 7Up is depicted as a personification of a magnet that pulls the ultimate source of refreshment towards Mandanna.
Naseeb Puri, senior marketing director, flavours and energy, PepsiCo, India, “There’s nothing consumers seek more from our category than refreshment and, with this new campaign, we’re placing 7Up bang in the middle of the refreshment narrative. 7Up, with its sparkling lemon and lime flavour , is not just a refresher - it’s The ‘super duper refresher’ that uplifts you, be it on a hot summer day or at any other moment when you simply need a lift. Rashmika’s bright energy is ofcourse the perfect pairing for 7Up. We’re confident that consumers will love this new campaign as it rings so true to everything that 7Up stands for.”
The campaign will be rolled out on TV, digital, OOH, and social media platforms.
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