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PepsiCo unveils new positioning for 7Up and Nimbooz

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MUMBAI: Food and beverage company, PepsiCo India, has donned a new positioning for its lemon flavoured drink 7Up and its sub-brand Nimbooz.

The new brand philosophy of 7Up, ‘Dil Bole I Feel Up’ celebrates India’s undying “UPtimism” and positive attitude. It is onceptualised by 7Up’s creative agency, BBDO India.

Additionally, the brand has unveiled new packaging for both the drinks with the new international logo.

The first TVC, featuring brand ambassador Sharman Joshi will go on air later in January and will feature a dance-off between the actor and penguin. It has been shot in Australia with the CGI (computer generated imagery) and motion capture technology. The film is choreographed by Hollywood choreographer, Simon Lind, of Happy Feet 2 fame.

7Up has also embarked on a nationwide dance, Odyssey. With dance being the ultimate expression of an upbeat spirit, 7UP has flagged off a dancing journey with Tamil Nadu’s dancing star, Sherif.

As part of the campaign, Sherif will travel to 11 Indian cities, from Chennai to Chandigarh, to bottle reasons that make people feel UPtimistic and positive.

PepsiCo India EVP – marketing- beverages (flavours) Ruchira Jaitly said, “We Indians are unputdownable and our optimism or UPtimism helps us stay motivated in any situation. India feels UP and at 7UP we salute that with our new positioning. We are kick-starting the New Year with an exciting new ad film, a unique dance odyssey to bottle India’s UPtimism and a whole lot of exciting UPbeat activities. We are confident that it will resonate well with our consumers nationwide.”

The campaign will be supported by outdoor, online and radio initiatives.

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