NEW DELHI, INDIA — Pepsico’s 7UP, the ultimate clear refresher, for the body as well as the mind, is back to celebrate the power of sharp wits and a creative mind. Fido, the brand mascot, and the smartest alec in town, uses his resourceful brain to turn around sticky situations in the film created by DDB Mudra.
After a protracted bout of consumer research, it was found that the youth were suffering not just from googlies of a personal nature (like relationships, careers), but also the kind that arises out of systemic problems. Taking such situational soups head-on, along with the unimaginable, out-of-the-box, ingenious hacks deployed by Fido, the film delivers on humour, relatability, and food for thought.
“7UP, our clear refreshing drink, is all about refreshment and therefore incites youth to ‘Think Fresh’ and confront the numerous life’s curveballs with a cool head and clever thinking,” said Naseeb Puri, Senior Marketing Director, Flavors, PepsiCo India. “The new campaign highlights the daily challenges we confront and encourages consumers to take a refreshed approach to prevail in this ever-changing reality is to retain a cool head and keep a quick wit.” she further added.
Ashutosh Sawhney, Managing Partner – North, DDB Mudra said, “India’s biggest gift to the world is its brain capital. From the genius of Ramanujan to that abundantly evident in the everyday ‘jugads’ that Indians across the length and breadth of the country display. The fertility of Indian ingenuity and imagination is unparalleled. 7UP, as a brand that celebrates a refreshed body and a charged mind has taken that mantle. The canvas it lays out for the youth of India, through its ‘think fresh’ idea, is a timely and well-deserved celebration of this spirit of the Indian youth that despite any odds, is always up and buoyant, thanks to its resourceful ingenuity, which it puts to use to solve pertinent youth issues.”
The ‘Think Fresh’ campaign has been amplified across channels such as TV, digital and Out-of-Home.
Creative – Iraj Fraz, Debasish Mondal, Ashwini Mishra, Jiya Minocha, Ojaswi Bindal
Business – Ashutosh Sawhney, Manvi Malhotra, Prateek Chopra
Strategy – Amit Kekre, Akanksha Chaturvedi
Production House – The Pack Films
Director – Vivek Kakkad