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Tag: Shailja Joshi

  • 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 Mirinda adds colour with Holi TVC

    Pepsico’s Mirinda adds colour with Holi TVC

    MUMBAI: The tantalising tangerine-tinted Mirinda, PepsiCo India’s zesty citrus sensation, is splashing onto screens with a captivating campaign that promises to make this year’s Holi celebrations even more vivacious and vibrant.

    The scintillating spot showcases how the effervescent elixir transforms mundane moments into dazzling displays of delight, much like the kaleidoscopic festival itself. In the fizzy footage, a seemingly serious mother-son conversation bubbles over into brilliant banter after a single sip of the sunset-hued refreshment.

    Grusha Kapoor MirndaThe carnival of colour that is Holi evokes nostalgic notions of carefree celebrations, where rainbow-hued powders paint participants in prismatic patterns amid peals of laughter. Mirinda’s message mirrors this merry mayhem, reminding revellers that both the beverage and the beloved festival share the sparkling spirit of spontaneous joy.

    “Holi is a festival that celebrates togetherness, joy, and fun—values that have always been at the heart of Mirinda,” mused PepsiCo India category lead for cola and flavours Shailja Joshi. “This campaign brings that essence to life, showing how Mirinda adds a splash of colour and playfulness to everyday moments. Whether it’s nostalgia for past celebrations or excitement for new ones, Mirinda is the perfect companion to make Holi even more playful, refreshing, and unforgettable.”

    The tangy tipple, with its sunburst shade and zippy zest, doesn’t just accompany the celebrations—it amplifies the already abundant atmosphere of unrestrained revelry.
     

    Mirinda drinkingDaftar Creative Room founder Sidhant Mago couldn’t contain his enthusiasm: “Who wouldn’t want to work on the Mirinda Holi brief? We brought out our rangeen zubaans the moment we heard it from the Mirinda marketing team. The most colourful brand and the most vibrant festival—this is easily the best collaboration of the year.”

    The pulsating production received star treatment from Shakun Batra, the celebrated celluloid craftsman, who expressed unbridled excitement about his first foray into Mirinda’s effervescent universe. 
     
    “Working with Mirinda for the first time has been an absolute blast! The brand’s vibrant energy and playful spirit made this Holi campaign an incredible experience, “ Batra bubbled. ”With Sidhant Mago at the helm as the creative director and writer, we knew we were creating something truly special. The marketing team and Mago’s vision brought out the unfiltered madness and joy that define both Holi and Mirinda. Seeing it all come to life- the colours, the fun, the unstoppable laughter—has been nothing short of amazing. This is a celebration like no other, and I couldn’t be more thrilled to be a part of it.”

    The vibrant visual feast will fizz across digital and social media platforms nationwide, encouraging consumers to embrace Holi’s iridescent intensity with an extra splash of Mirinda’s signature spirited spontaneity.

    The gleaming golden-orange beverage is available in various volumes at retailers and quick-commerce platforms throughout the country, ready to add its radiant refreshment to India’s most chromatically charged celebration.

  • Pepsi unveils ‘Yeh Dil Maange More’ campaign

    Pepsi unveils ‘Yeh Dil Maange More’ campaign

    Mumbai: In a monumental celebration of its 125th birthday in India, Pepsi is set to redefine the future while paying homage to its legendary past. As the iconic beverage brand commemorates over a century at the heart of pop culture, it unveils a striking new global branding in India that seamlessly fuses the essence of its rich heritage with a contemporary vision. Simultaneously, Pepsi is set to take India by storm by launching its all-new campaign – Yeh Dil Maange More, featuring the versatile and dynamic brand ambassador Ranveer Singh. This dual celebration encapsulates not only a quasquicentennial milestone but also a bold step into the next era of Pepsi’s iconic journey.

    Since its inception Pepsi has evolved into one of the most iconic global consumer brands with Pop culture and enjoyment being at its core. ‘Yeh Dil Maange More’ is a timeless sentiment that is more relevant today than ever before with this generation challenging conventions; agitating the status quo by breaking age-old societal norms and redefining what success and happiness means to them. Be it their nonchalant attitude towards societal judgements, carving out a path to follow their passions, or even their audacious dance moves on reels, this generation lives life on their own terms and Pepsi is here for it.

    Through compelling narratives and Ranveer Singh’s infectious energy, Pepsi inspires everyone to believe in their heart’s desires and seize boundless opportunities. This TVC exalts the raw power of marching to your own beat and trusting your gut instincts; to defy conventions and go for ‘More’. It encourages the youth to embrace daring dreams and strive for the extraordinary because, in a world brimming with possibilities, settling for less is never an option.

    Opening with a universal truth about the conflict between personal passions and societal expectations, the compelling TVC, featuring the Pop Culture and Youth Icon Ranveer Singh, motivates young individuals to overcome reservations, and embrace their fervor, enthusiasm, and distinctive qualities. The film becomes a rallying cry for the youth, urging them to defy societal norms and revel in their passion, spirit, and uniqueness. Life and society may throw curveballs, but the stirring TVC dares the youth to drown out the noise and follow the voice of their heart; the only voice that tells you to do what really matters to you. The crescendo – A resounding ‘Yeh Dil Maange More,’ sealing the deal on a rebellious celebration of individuality.

    Speaking on ‘Yeh Dil Maange More’, PepsiCo India category lead, Pepsi Cola Shailja Joshi commented, “Yeh Dil Maange More is more than a campaign; it’s a cultural phenomenon etched in the hearts of Pepsi lovers. As we embark on this journey, Pepsi invites everyone to savor the taste of this timeless sentiment and embrace the exciting evolution that lies ahead. Ranveer Singh is the perfect ambassador to lead the charge, this iconic campaign celebrating our enduring connection with India and paying homage to the timeless pursuit of ‘more’. Through ‘Yeh Dil Maange More’, we aim to honor the youth of India who relentlessly strive for greater aspirations, encouraging them to heed their heart’s desires and aspirations, despite the limiting voices in their heads. It’s not just about celebrating our past but creating a vibrant future for the brand. Our new global branding is a symbolic fusion of our rich legacy and a dynamic future, resonating with consumers across the globe. We are excited to share this with our consumers across generations.”

    Commenting on the new campaign, Ranveer Singh said, “Being a part of Yeh Dil Maange More is a professional milestone for me. It’s a journey to my roots, to the time when I, like many others, grew up against the backdrop of this iconic campaign. I vividly remember being struck by its energy, its vibe, and its call for ‘more.’ Today, to have the opportunity to not only recreate but redefine this legendary campaign in a way that resonates with me, and the pulse of today’s generation is truly exhilarating. It’s not just about reliving the past; it’s about giving it a contemporary twist, staying true to the spirit of ‘more,’ and celebrating the timeless essence that has inspired us all.”

    The new Pepsi campaign and TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. Pepsi, with its new brand identity, is on shelves now in single/multi-serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms. 

  • Pepsi unveils new look in first visual change in 14 years

    Pepsi unveils new look in first visual change in 14 years

    Mumbai: Pepsi’s new look has taken flight worldwide, taking over iconic global locations as its first major global redesign in fourteen years. The new Pepsi globe logo was unleashed at Gateway of India, a monumental landmark of scale and presence, well known for its structure and architecture. Pepsi took over the monument with a digital artwork that showcased the reveal of new Pepsi visual identity in a fashionably cool inflatable installation.

    The new logo thoughtfully borrows equity from Pepsi’s past, whilst incorporating modern elements to create a look that is unapologetically current and undeniably Pepsi. The updated colour palette introduces electric blue and black to bring a contemporary edge to the classic Pepsi colour scheme, whilst the signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola – moving in time to the beat of music, the roar of the crowd, the heartbeat of culture.

    The takeover of an iconic monument in India marks the first step in Pepsi’s new, bold era across design, storytelling, and partnerships. Pepsi will continue to drive culture forward in 2024 by delivering one-of-a-kind experiences whilst celebrating people’s thirst for the unexpected and eagerness to discover, experience and do more.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Pepsi India (@pepsiindia)

     

    Sharing her excitement, PepsiCo India category lead, Pepsi Cola Shailja Joshi said: “We are thrilled to reveal Pepsi’s refreshed visual identity and new logo, embodying unapologetic modernity and the iconic status of Pepsi. The fresh design language reflects the invigorating spirit of Indian youth and their boundless pursuit of possibilities. The unveiling of Pepsi’s updated visual identity at the iconic Gateway of India, through a unique installation, signifies our celebration of an exciting new chapter. We’re delighted to bring the new logo to India and are positive that Pepsi enthusiasts nationwide will embrace and connect with the bold new era of the brand in 2024.”

    Pepsi continues to move at the speed of culture, delivering on what people are thirsty for – innovative products and iconic collaborations. As a champion of those who like to step out of their comfort zone and enjoy more of what they really like, Pepsi fans in India are urged to keep their eyes peeled for more unforgettable experiences that will land later this year.

  • 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.