7 UP Branding

IPL Campaign

 Dance groups were given chance of winning 51 lakhs.

 Kathakali dancers were given chance to perform in
IPL as a cheer leader in Bangalore.
 Jaitly says “They can hardly believe they could get
such a platform.”
“Give Your Mood a Lift of Lemon” Campaign

 As Jaitly puts it, “We have tapped into the energy

and optimism of youth. That you can be what we call
an UPtimist and turn things around; use the lemons
life gives you to make lemonade.
 Taproot’s

 Agnello dias chairman and co-founder Taproots says

“they wantned to continue two unique proprites: the
spirit of I feel up and dance.The only leap we took
was that the viewer should get a sense of I feel up,
while watching the ad, a spot of happiness however
momentary’.
 Pepsico plans for south india

 Jaitly says: It is fastest growing in karnataka and

Tamil nadu where it has strong volume positions.
And it is very deeply penetrated”
 Currently in its second year, 7up Dance runs across
15 cities and has been promoted across 35 feeder
towns.
 Social media impact

 Around 150000 millions fans were there on facebook

before the first edition of 7up dance on to over 1.2
million at the time of going to print.
 Jaitly admits candidly. “there’s a different world of
engagement with younger consumers and that’s not
going to be just more TRP’s on TV. We are moving
from OTS measures to creating content and
experiences that can be shared”
Thank you 

BY:
RISHABH SINGH
LAKSHAY TYAGI
ABHIJEET
SHIVAM VERMA