MUMBAI: Pepsi's lemon-lime brand 7UP has kicked off its new campaign for 2005, co-starring brand mascot Fido Dido with Bollywood star Yana Gupta.
According to Pepsi Foods executive director (marketing) Punita Lal, "While reinforcing the refreshment cues, the advertising brings out the core of Fido's persona - fun, wit & out of the box thinking. The brand proposition 'Refreshingly Imaginative' is best reflected in this advertising and the new baseline 'Andaaz sabse cool'.

The new 30 second TV ad has been produced by Farah Khan who last year directed the box office hit 'Main Hoon Naa'. Excited about the new campaign Farah said, "It was wonderful putting Fido in the typical Bollywood quawaali setting, giving him a little koti & gale mein rumaal. He added a lot of fun and fizz on the sets. He is every director's dream, no starry hang ups, bilkul bindas." The music has been composed by Anu Malik.
In this TVC, created by J Walter Thomson, Fido matches his wits in a Bollywood style quawwali muquabla with popular model Yana Gupta.

Says Yana of her co-star Fido: "I had so much fun shooting this spot with Fido. He is just so cool. In fact I love how he always finds a smart and witty way to get his favorite drink 7UP". The sign off for the campaign: "Andaaz sabse cool!" is also the new tag line for 7UP.
The campaign breaks in Hindi, Tamil, Kannada & Telegu across TV channels in India on 22 February. Besides television, this campaign will also be visible on billboards across the country and at all soft drink stores. The sound track will also be on high rotation on FM radio channels, informs an official release.

A series of "Fido Chowks" (Fido Square's) which are fun hang outs, are also being put up around the country.