(15 April 2006 6:00 pm)

BANGALORE: Clear lime brand of PepsiCo India, 7UP, has unveiled its curvaceous new packaging Curvy. Promoting the new packaging is 7UP's popular brand mascot Fido Dido in company with Bollywood siren Mallika Sherawat.

Keeping in tune with the buzz surrounding the launch is the Mallika MMS campaign. This is the first time that the television commercial (TVC) will be featured first through MMS and then aired on television. The MMS campaign is supported by a contest that promises 50 lucky winners to meet Sherawat, states an official release.

The TVC, created by ad agency JWT and directed by Prahlad Kakkar, will be unveiled on 15 of April. It features Sherawat playing the role of a princess who wishes to be more beautiful, curvy and the coolest of them all! To her amazement, her wishes are granted by none another than Fido Dido, who snaps his fingers and turns her into the 7UP 'Curvy' bottle.

The launch will also introduce one-of-its kind teaser outdoors, which will lead to a dramatic reveal of the new look. Innovation seems to be the buzzword for 7UP as the outdoor advertising includes Lenticular signages that show Mallika morphing into the curvy bottle, states an official release.

Says Pepsi Foods Pvt Ltd, India executive marketing director Punita Lal, "We are pleased to present the new 7UP 'Curvy' bottle which spells style, aesthetics & differentiation. A unique, packaging solution with stylish contours, 7UP Curvy is unlike anything we have seen so far in India. We are positive that the cool new 7UP 'Curvy' bottle will enhance consumer connect with the youth".

"It is a great honour for me to be 7UP's brand ambassador and unveil the brand new - 7UP 'Curvy' bottle. I am positive that the new curvaceous look will be a rage with the youth. I am also certain the exciting new 7UP 'Curvy' TVC will be much appreciated; I, personally, had a wonderful experience shooting for the commercial and I hope all 7UP fans love it", adds the brand ambassador Sherawat.