7UP has teamed up with brand ambassadors, Rashmika Mandanna and Anirudh Ravichander to launch a new campaign that establishes 7UP as the companion for spicy food enthusiasts across South India.
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 TVC that features the brand ambassadors. The campaign as well as the TV commercial ties back to the brand’s ongoing Super Duper Refresher positioning across India.
Talking about the campaign, Shailja Joshi, category lead, cola and flavors, PepsiCo India, 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.”
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.
“There’s nothing quite like the combination of the spices from my favourite 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,” Rashmika Mandanna added.
Moreover, the campaign is conceptualised by the creative agency Leo Burnett.
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.”
The 7UP TVC will be amplified across TV, digital, outdoor and social media with a 360-degree campaign.