7Up has launched a campaign to highlight how users can get a discount on the Airtel thanks App and a prepaid recharge worth Rs 10 or 20, with the purchase of 7Up PET bottles. Conceptualised by DDB Mudra, the film features Fido Dido, the brand’s mascot, who announces the latest offering.
The film begins with a boy who kills time at a restaurant, while his phone has a Fido Dido cover. When he attempts to make a recharge on the Airtel Thanks app, Dido pops out of the cover and presses the lock button. The guy is taken aback by the prank and finds the mascot nudging him to turn over and see the 7Up bottle which is with the waiter. Zooming into the packaging, the boy finally understands the new offer. The film ends with the brand highlighting the benefits of refreshment and convenience offered by the brand.
Prior to this, the brand had also released a film with Pepsi, as part of its partnership with Bharti Airtel. This film was conceptualised by Leo Burnett.
Naseeb Puri, senior marketing director, flavors, PepsiCo India, said, “The refreshing offering in partnership with Airtel is a great match that will further compliment the experience of our consumers this festive season. The intent is to ensure more value and refreshment through this offer which will further make their celebrations more special.”