The new positioning, according to the company imbibes the â€œundying UPtimism and positive attitudeâ€ of Indians.
Speaking on the new positioning, Ruchira Jaitly, Executive Vice President – Marketing, Beverages (Flavours), PepsiCo India, said, â€œWe Indians are unputdownable and our optimism or UPtimism helps us stay motivated in any situation. At 7UP, we salute that with our new positioning.â€
As a part of the new positioning, the brand has also unveiled a new packaging bor both 7UP and Nimbooz.
The TVC with the new positioning and featuring, brand ambassador, Sharman Joshi, is expected to go on air, later this month. Conceptualised by 7UPâ€™s creative partner, BBDO, the ad film features a dance-off between Joshi and a penguin. Shot in Australia, the TVC is choreographed by Hollywood choreographer, Simon Lind of Happy Feet 2 fame.
As a part of on-ground activation, 7UP has roped in dance realty show (Ungalil Yaar Adutha Prabhudeva) winner, Sherif from Tamil Nadu. Sherif will travel to 11 Indian cities, from Chennai to Chandigarh, â€œto bottle reasons that make people feel UPtimistic and positive. He will make Indians dance along and ask what makes them feel UP; and in the process spread the cheer all around,â€ an official communique said.