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  • 7UP pops with a fizzy new MOGO to refresh your ears

    7UP pops with a fizzy new MOGO to refresh your ears

    MUMBAI: 7UP is turning up the volume – literally. The fizzy favourite from PepsiCo has launched its first-ever sonic identity in India, giving its signature refreshment a catchy new sound. This “MOGO” (musical logo), created in partnership with sonic branding agency BrandMusiq, is more than just a jingle — it’s a crisp, 7-note sonic signature designed to tickle your ears and tap into your emotions.

    India leads the global rollout, with the sound debuting at retail touchpoints in Bengaluru. Coolers in stores will now play this audio cue, making the “sound of refreshment” unmistakably 7UP right at the point of thirst.

    Commenting on the launch, PepsiCo India category lead, Cola and Flavours, Shailja Joshi said, “In today’s dynamic consumer landscape, building a brand goes far beyond the imagery to creating experiences that are instantly felt and remembered. With our new sonic identity, we bring to life the essence of 7UP, refreshing, vibrant, and full of character, in a way that resonates across platforms and cultures. This sonic identity is not just an audio asset, It’s an innovative leap into sensory branding. It will serve as a consistent, emotionally engaging cue that will amplify 7UP’s refreshing spirit wherever our consumers engage with us.”

    Built using AI-powered emotion mapping, the sound blends the crack of a can, a splash of fizz, and a bubbly melody that’s meant to feel like sunshine in a bottle. It’s refreshment you can hear — designed to trigger joy, build memory, and elevate brand recall in today’s scroll-and-swipe culture.

    Talking about the collaboration, BrandMusiq founder & soundsmith, Rajeev Raja said,“For the 7UP global sonic identity, we weren’t just creating a sound, we were bottling a feeling. The rush of freshness, the playful splash, the upliftment you get when you take a sip. The swiftly ascending 7-note MOGO®️ captures all of that in a way that’s light, cool, and instantly recognizable. The MOGOSCAPE (sonic brandprint) was crafted to bring the totality of the brand experience across every ‘Earpoint’. It all comes together to create a consistent and emotionally engaging sonic world for the brand.”

    The sonic ID is set to echo across digital, retail, and experiential spaces — making 7UP not just a drink, but a multisensory experience. And in a noisy world, that’s music to any brand’s ears.

  • 7UP and Spotify spice things up with sonic flavour boost

    7UP and Spotify spice things up with sonic flavour boost

    MUMBAI: 7UP, is now aiming to ignite taste buds with its “7UP Spiceit Playlist,” a collaboration with Spotify that marries science and sound. It’s a sensory assault designed to crank up the spice factor in your favourite fiery dishes.

    Backed by research from Oxford University’s Charles Spence, the playlist leverages specific musical frequencies to amplify the perception of heat. “We’re not just selling a drink; we’re selling a spicy symphony,” says shailja joshi, category lead, cola and flavours, pepsico india. “And 7UP’s the perfect cool-down after the sonic spice explosion.”

    7UP has enlisted music maestro Anirudh Ravichander, who stars in a digital campaign film that’s as much a visual feast as it is an auditory one. “Music can amp up anything,” Ravichander quips in the film. “Even the heat of a vindaloo.”

    “This isn’t your average playlist,” says Spotify india director of sales Sanketh Garimella, “It’s a full-blown sensory experience, a collision of refreshment and rhythm.”

    The campaign, conceptualised by Leo India, will be blasted across TV, digital, and social platforms, with limited-edition 7UP packs featuring qr codes for instant playlist access. “We’re turning every meal into a multi-sensory mosh pit,” says Leo south Asia chief creative officer Vikram Pandey.

    So, whether you’re tackling a tandoori inferno or a chilli-laden curry, 7UP and Spotify are promising to crank up the heat, and then cool you down. “It’s a spicy sonic boom,” concludes Joshi. “And 7UP is the aftershock of refreshment.”

  • PepsiCo’s India ambitions: fizzing with growth potential

    PepsiCo’s India ambitions: fizzing with growth potential

    MUMBAI: In the sweltering heat of India’s bustling metropolises, where street vendors hawk their wares amid a cacophony of honking horns and animated chatter, PepsiCo has spotted an oasis of opportunity. The beverage and snack behemoth aims to double its revenue in this vibrant South Asian nation over the next five years, viewing India as a critical “key anchor market” where it’s pouring investments like a perfectly fizzy drink into a chilled glass.

    PepsiCo India & South Asia CEO Jagrut Kotecha,  with eyes sparkling like carbonated bubbles rising to the surface, revealed that India will serve as the “engine of growth” for PepsiCo’s global revenue ambitions. Standing tall among the company’s top three markets globally, India’s performance has been anything but flat, serving up double-digit growth that’s as refreshing as a cold sip on a blistering summer day.

    Lays“We believe India will be the engine of growth for PepsiCo to drive the top line,” Kotecha explained, gesturing expressively during an exclusive interview with PTI. “Our per capita consumption in India is still very low, not only for beverages and food, but we would expect one of PepsiCo’s fastest-growing economies to change that,” he added, his optimism as effervescent as a freshly opened bottle of cola.

    The company hasn’t been crisping about when it comes to investments. PepsiCo has already established greenfield plants in the northern state of Uttar Pradesh, where golden wheat fields stretch to the horizon, and is preparing to pop open a new facility in Assam, nestled among lush tea plantations in India’s verdant northeast, by year’s end.

    “We are not going to be investment shy,” Kotecha declared, with the confidence of someone holding the winning hand in a high-stakes game. “We’re going to be investing forward to drive that growth because it’s there for us to capture.”
     

    Pepsi Beverages

    The numbers tell a tasty tale: PepsiCo has poured close to Rs 3,500-4,000 crore into the Indian market over the past three years—an investment as substantial as a fully loaded potato crisp.

    The American giant has crafted a strategy as carefully layered as a perfectly constructed sandwich. It has divided the kaleidoscopic Indian market into nine distinct clusters based on taste preferences, demonstrating an understanding that India’s palate is as diverse as its colourful festivals and traditions.

    PepsiCo operates through instantly recognisable brands that have become as familiar to Indians as the sight of cricket matches in neighbourhood parks—Kurkure with its distinctive crunch, Lay’s with its perfect crisp, thoughtful Quaker, and zesty Doritos dominate its food segment, which contributed a hearty 80 per cent to PepsiCo India’s revenue in 2023.

    The remaining 20 per cent bubbled up from beverages, a segment handled by bottling partner Varun Beverages Ltd (VBL), which operates a network of 41 plants scattered across the country like stars in the night sky. VBL isn’t sipping slowly either—they’ve increased capacity by a quarter this year alone.

    Kurkure

    Its beverages brand include carbonated fare such as  Mountain Dew, 7up, Pepsi, and energy drink Sting and sports beverages Gatorade, while in juices it has Tropicana and Slice brands .PepsiCo operates with Kurkure, Lays, Quaker and Doritos in the snacks category. 

    When questioned about new competitor Reliance’s Campa Cola, which has been creating ripples in the market with aggressive pricing and distributor margins, Kotecha maintained the composed demeanour of a drink that hasn’t lost its fizz.

    “It’s always good to have competition. Competition only helps to grow the category,” he remarked with the wisdom of a seasoned market player. “Even before Pepsi and Coke were there, there were a lot of local, regional players. Now Campa has also come with a lot of flair and expense. So our belief is the category will then grow and consumption will grow.”

    This optimistic outlook comes even as India’s per capita consumption remains “far less” than neighbouring Pakistan—a fact that doesn’t seem to dilute Kotecha’s enthusiasm.

    The vision for PepsiCo India is as clear as a glass of Mountain Dew: to achieve $2 billion (around Rs 17,000 crore) in revenue in the coming years. Having reported over Rs 5,950 crore in 2023 (for nine months due to a change in fiscal year), and maintaining double-digit growth since then, PepsiCo appears to be on a trajectory as steady as a perfectly balanced can of soda.

    As the sun sets over the vast Indian landscape, painting the sky in hues of orange and purple, PepsiCo continues to bet big on a country where every street corner could potentially house a new consumer ready to reach for a cold drink or a packet of crisps. In this land of a billion dreams, PepsiCo is hoping its growth story will be nothing short of effervescent.

  • 7UP launches ‘Kaara Saarama Eat, 7UP Repeat’ campaign

    7UP launches ‘Kaara Saarama Eat, 7UP Repeat’ campaign

    Mumbai: In line with its commitment to refresh audiences throughout summer, 7UP, the clear refreshing drink, is set to reimagine consumer taste experiences with a flavorful twist. The beverage brand has teamed up with brand ambassadors, Rashmika Mandanna and Anirudh Ravichander to launch an all-new campaign that establishes 7UP as the ultimate companion for spicy food enthusiasts across South India. Leveraging the everlasting cravings amongst consumers for bold and zesty flavors, and the love for 7UP as most fitting beverage choice to compliment the heat, providing a refreshing taste that perfectly balances the spice.

    The campaign titled, ‘Kaara Saarama Eat, 7UP Repeat’ translates through a pop-cultural context to, ‘Eat Spicy Food – Drink 7UP – Repeat’ in that order. The campaign is accompanied by a riveting TVC that features the brand ambassadors, Rashmika and Anirudh who share the screen on 7UP for the first time ever. The campaign as well as the TV commercial ties back to the brand’s ongoing Super Duper Refresher positioning across India.  

    The 46-seconds film, opens to a late afternoon, set against the backdrop of a lively food truck-themed open-air restaurant, where Rashmika Mandanna, engages in a spicy culinary adventure with master chef Anirudh Ravichander. Rashmika stands before the truck, perusing the menu with a mischievous glint in her eyes. Playfully engaging with the chef, Anirudh, she craves the bold flavors of Chettinadu and Madurai cuisine. Anirudh, in his signature style, creates a sizzling “Chettinadu fire parotta,” unleashing a steamy, aromatic spectacle. As Rashmika eagerly bites into the spicy dish, her eyes water, but undeterred, she craves more. With chili emojis in her eyes and a fiery tongue, she desperately seeks relief from the spice heat to relish the food again. Anirudh surprises her with a special delivery from a fire engine, creatively showcasing the intense spice and the ultimate relief provided by 7UP, ending with the memorable catchphrase, ‘Kaara Saarama Eat… 7UP Repeat!’

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by 7UP India (@7upindia)

     

    PepsiCo India category lead, cola & flavors Shailja Joshi said, “Leveraging further on the biggest category driver of refreshment in the clear category, 7UP is all set to position itself as the ultimate occasion refreshment champion. Embracing the deep-rooted love that consumers have for both spicy food and 7UP, the brand has started its journey to level up the food experience when consumed with 7UP. The campaign ‘Kaara Saaram Eat, 7UP Repeat’ is an artistic take to highlight the beautiful blend of bold, spicy flavors perfectly balanced with the refreshing 7UP. We are excited to take this campaign forward through the year and couldn’t be happier to have Rashmika and Anirudh launch this campaign through a quirky new film.”

    Commenting on this collaboration, brand ambassador, Rashmika Mandanna said, “There’s nothing quite like the combination of the spices from my favorite delicacies and the refreshing kick of 7UP. I have grown up on the flavorful notes of spices in my food and so this film is a very natural representation of myself in real life. It was a great experience to shoot with Anirudh and I hope our fans will jump onboard to join enjoy this ultimate pairing.”

    Sharing his excitement on the new campaign, brand ambassador, Anirudh Ravichander said, “Starting the year with 7UP’s pairing with spicy food and this new film with Rashmika is truly exciting. It captures the perfect blend of bold taste and refreshment, making every sip a delightful journey. Cheers to this flavorful adventure, and I hope my fans across the country enjoy it as much as I do!”

    The creative agency for the campaign is Leo Burnett.

    The campaign reinforces 7UP’s commitment to not only quenching thirst with refreshment but also elevating the entire spicy food experience for consumers. The brand promises to be the go-to-choice for those seeking the perfect balance of spice and refreshment, making every spicy meal a delightful and repeatable affair. The 7UP TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. 7UP is available in single/multi-serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms with its sparkling lemon and lime flavor.

  • 7UP onboards Ranbir Kapoor as the newest brand ambassador

    7UP onboards Ranbir Kapoor as the newest brand ambassador

    Mumbai: 7UP, a beverage brand renowned for its refreshing and effervescent appeal, onboards Bollywood star, Ranbir Kapoor, as the distinguished new face of the brand. This collaboration is poised to bring together the refreshing spirit of 7UP and the charismatic charm of Ranbir Kapoor – creating a perfect synergy that is set to unfold in the summer of 2024. Ranbir Kapoor along with 7UP, will be seen further elevating the brand’s new ‘Super Duper Refresher’ positioning in India.

    Ranbir Kapoor’s association with 7UP is yet another step by the brand towards creating a refreshing narrative that resonates with the audiences across the country. The collaboration is aimed at further deepening brand love and connect and set the stage for a super duper refreshing summer with 7UP in India.

    PepsiCo India category lead, cola & flavours Shailja Joshi said, “7UP has long been a driving force of refreshment in India, enchanting consumers with its quirky narratives and iconic TVCs. The Super Duper Refresher positioning, introduced earlier this year, has resonated with consumers nationwide, uplifting spirits and setting a new standard for refreshing experiences. As we culminate this remarkable year, it gives us immense pleasure to unveil Ranbir Kapoor as the newest addition to the 7UP family. His magnetic charm and widespread appeal perfectly align with the ethos of 7UP, and we cannot wait to create magic on-screen together in the upcoming summer season.”

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by 7UP India (@7upindia)

     

    Bollywood megastar Ranbir Kapoor shared his excitement for the association, “I am absolutely thrilled to join the 7UP family. There is a certain vibe to 7UP as a brand especially the positioning of super-duper refresher as this is actually something I personally relate to. A collaboration as exciting as this is a great way to start the new year, and I can’t wait for my fans to see me in an all-new avatar.”

    Ranbir joins Rashmika Mandanna and Anirudh Ravichander in the star-studded line-up of 7UP’s ambassadors in India and will feature in 7UP’s new Super Duper Refresher TVC that is set to take over traditional and digital platforms across the country soon.

  • Fido Dido comes up with ‘fresh solutions’ to everyday problems in 7UP’s new TVC

    Fido Dido comes up with ‘fresh solutions’ to everyday problems in 7UP’s new TVC

    Mumbai: Soft drink brand 7UP has launched a quirky campaign to ring in the new year, featuring its much-loved, curly-haired brand mascot Fido Dido in his trademark cheeky avatar. The central concept of the brand campaign, a part of its ‘Think Fresh’ series, is to address everyday curveballs through a fun and playful attitude.

    The campaign launched on Monday opens with a man sitting in the ladies’ section of a bus, who pretends to fall asleep as soon as he sees a young girl enter the full bus. It’s then left to Fido Dido to tackle this googly and turn it into an opportunity. He takes a swift swig of 7UP and comes up with a ‘fresh’ solution which results in the man hastily vacating his seat, much to the girl’s delight. The lighthearted campaign aims to encourage today’s youth to not be frustrated with daily problems.

    PepsiCo India Flavors senior marketing director Naseeb Puri said: “7UP urges youth to ‘Think Fresh’ to address the various life’s curveballs with a cool mind & smart thinking. The new campaign throws light on the many tricky situations that we face every day… and Fido Dido, with his quick-wit and fresh thinking demonstrates that no matter which curveball comes one’s way, keeping a cool mind will ensure one finds a ‘Fresh’ way to emerge on top and win in this evolving reality.”

    The campaign will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign, said the brand.

  • 7Up brings festive cheer to Tamil Nadu, launches limited edition packs ahead of Pongal

    7Up brings festive cheer to Tamil Nadu, launches limited edition packs ahead of Pongal

    Mumbai: Marking the celebrations for the auspicious harvest festival of Pongal in Tamil Nadu, 7Up has unveiled its all-new limited-edition festive packs featuring the quirky, curly-haired mascot Fido Dido.

    Pongal is widely celebrated in Tamil Nadu with people across the state marking the end of winters and expressing gratitude for a good harvest. The limited-edition 7Up packs are a tribute to the spirit of Pongal and take inspiration from the various elements that define the festival in its true essence. Right from the intricate art of Kolam to the use of sugarcane and pot to cook delicacies – the packs are a multi-faceted representation of all things Pongal.

    PepsiCo India senior marketing director Naseeb Puri said, “7Up is privileged to have been part of the rich Tamil Nadu culture, and this time, we really wanted to celebrate Pongal in a special way. The limited-edition packs are our endeavor to bring alive the festive spirit and add some freshness to the celebrations as people continue to stay home to mark the occasion this year.”

    The vibrant new Pongal-inspired labels will be used across 600 ml, one liter and 2.25-liter packs of 7Up and will be available across all modern trade outlets and select e-commerce channels. In a bid to spread the festive cheer across the state, the celebratory branding will also be showcased across hoardings and posters across public spots in select cities to engage the audiences, said the brand in a statement.

  • 7UP asks youngsters to ‘Think Fresh’ in new summer campaign

    7UP asks youngsters to ‘Think Fresh’ in new summer campaign

    MUMBAI: Carbonated beverage brand 7UP has launched a new TVC encouraging India’s youth to look at everyday curve ball situations through a lens of fun and light-heartedness. The ad film featuring 7UP’s mascot Fido Dido celebrates today’s youth and their ingenious spirit to not be bowled over by googlies.

    The commercial, which reiterates the brand’s ‘Think Fresh’ philosophy, opens with the mascot and his crush exchanging stolen glances until their moment is suddenly interrupted by loud and peppy music from the adjacent house. His love interest is distracted by the muscular guy next door and stats paying more attention to him instead. Dido is left disappointed. The 7UP bottle comes to his rescue and inspires him to think fresh to set up a makeshift see-saw which turns the situation to his advantage.

    The TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign.

    PepsiCo India marketing director – flavours (7UP and Mirinda) Naseeb Puri said, “Life is a series of many curveballs but taking these googlies head-on, and flipping them to one’s advantage with wit and fresh thinking is what determines who wins at the end. This is exactly what 7UP’s philosophy is all about, – inspiring youth to ‘Think Fresh” and use their wit to effortlessly tackle challenging situations. 7UP has always created content that has resonated strongly with the youth and we believe this new TVC is no exception.”

  • 7Up takes chennai by storm on april ‘Cools’ day

    7Up takes chennai by storm on april ‘Cools’ day

    MUMBAI: Come 1st April and the entire world is determined to prank one another. But this year, instead of ‘fooling people’, 7Up, the refreshing clear drink with a natural lemon flavor decided to test how Chennaites react when someone plays a prank on them.

    7Up teamed up with popular Tamil actor SATHISH MUTHUKRISHNAN to see whether people in Chennai COOL or get FOOLED through pranks. Sathish posed as a local taxi driver in the city and drove around town, pranking unassuming passengers.

    Sathish’s antics in the cab, with the passengers, ranged from him being an intrusive cab driver, who wanted to know everything that happens in their life to one who wanted to share all the details of his love story with them. He tested the passengers’ patience by playing old songs, having tourists perform a pooja in the cab, and even giving them marriage advice!

    While some passengers fell for his pranks and thus became ‘FOOLS’, there were several others adopted 7Up’s philosophy of being ‘COOL’. The ‘COOL’ category of passengers sang along with Sathish, laughed at themselves, and some even saw right through the hoax and recognized Sathish before he could prank them.

    The concept of APRIL COOL’S DAY stems from the brand’s philosophy that no matter what kind of a situation one is stuck in, it is important to stay cool. It builds on 7Up’s current ‘Put the Chill’ campaign, which tells consumers that it doesn’t matter how much there is to stress about – when they relax, chill and don’t let it affect their natural positivity, there’s nothing one can’t take on.

    Through APRIL COOL’S DAY, the brand is also giving a new spin to the philosophy of the ORIGINAL CHILLER, 7Up’s timeless mascot FIDO DIDO. The wriggly-haired mascot known for his quirky, fun attitude and witty one-line FIDOSIPHIES reiterates the brand’s belief that there is no point stressing about stressful situations.

    Speaking about April Cool’s Day, Nobel Dhingra, Director Flavors (7UP and Mirinda) and Area 3 Countries, PepsiCo India, “7Up as a brand has always encouraged today’s consumer to be their cool and optimistic self . This year, we have the original Cool Dude, Fido Dido telling India to “Put the Chill” in their lives. We thought that there is no better day to reiterate 7Up and Fido’s message than April Fool’s Day. It’s the one day of the year where people are constantly worrying about which prank they are going to fall for. Our message is simple – on 1st April this year, don’t be a fool. Instead be like Fido, sit back, relax and Put The Chill in the day with a refreshing 7UP.”   

  • The Original Chiller Fido Dido is here to ‘Put The Chill’ this summer

    The Original Chiller Fido Dido is here to ‘Put The Chill’ this summer

    MUMBAI: No more stress, no more worry; the Original Chiller is here.

    7UP, refreshing clear drink with a natural lemon flavor is building on this insight and bringing the ‘Original Chiller’ to help ‘Put The Chill’ in people’s lives. This summer Fido Dido, the witty, wriggly-haired mascot known for his quirky, fun attitude, will ‘Put The Chill’ in the latest iteration of the 7UP campaign that celebrates the legendary cool icon.

    The TVC shows Fido Dido effortlessly ‘Put The Chill’ with his ability to handle any situation with a sense of calm and humour. All that one needs to do is to take a moment to slow down, take a break and stay cool while reconnecting with the people and things that really matter. Through his witty and quirky one-liners aka Fidosophies, the ageless mascot reiterates the brand’s belief that there is no point stressing about stressful situations.

    Speaking on the campaign, Nobel Dhingra, Director Flavors (7UP and Mirinda) and Area 3 Countries, PepsiCo India said, “7UP as a brand has always encouraged today’s consumer to be their cool and optimistic self and who better to say this than the original Cool Dude, Fido Dido. We believe that Fido’s message is consistent with Brand 7UP’s cool, authentic personality and our campaign encourages consumers to sit back, relax and Put The Chill in their daily routine with a refreshing 7UP.”   

    Vishnu Srivatsav, Creative Head, DDB Mudra, South coined the phrase “Put The Chill. He says, “Our cultural environment, our society, the world around us, combine to put tremendous pressure on us. But when your relax, chill and don’t let it affect our natural positivity, there’s nothing we can’t take on. As a space and a line, “Put The Chill” is a pop mantra, a rallying cry with cultural cache that offers a perspective on things around us. A way of living, epitomized by Fido Dido. With this platform and this line, we’re looking to offer takes on life and all its little idiosyncrasies through Fido Dido and his absolutely unique personality.”

    7UP will also roll out a 360-degree marketing plan post the launch of the TVC which will include outdoor & digital surround. The brand is coming with the coolest new packaging featuring Fido Dido in new PET bottles and cans which will be available to consumers across all modern and traditional outlets across the country. Consumers can also look forward to some never-seen-before, premium Fido merchandise available across independent retailers and e-commerce channels.