HYDERABAD: Pepsi is going retro by bringing back the funky character Fido Dido for 7Up.

The designated King of Cool Fido will create awareness about the unique quality of 7UP, through television commercials which will run across the mainstream channels. An official release informs that the ad spots will feature quick-witted Fido showing how his clear perspective and optimism keeps him one step ahead of the pack.

The 30-second TVC depicts the birth of Fido on a beverage napkin. Shot in Singapore, the ad features leading Indian model Shivani Kapoor. The 7UP-Fido communication will be relayed to the consumers through radio in all the cities with access to FM band facility. The new packaging of 7UP will feature Fido and his "Fidosophies" on the 7up PET labels.

The release states that the marketing plan will amplify and bring to life Fido's five central "Fidosophies". It's cool to be you; Normal is boring; Your best friend is your head; Dare to be different and Life is short, live it up!"

In addition to 7UP, Pepsi's brand portfolio in India includes Pepsi, Diet Pepsi, Pepsi Aha, the Mirinda range of flavours - Orange, and Lemon, Slice, the Tropicana range of 100 per cent fruit juices, Aquafina and Lehar Evervess Soda.