7UP: The ultimate refreshment for those who crave spicy flavor
7UP® embraces summer refreshment, collaborating with Rashmika Mandanna and Anirudh Ravichander for a spicy twist, positioning itself as the go-to drink for South Indian spicy food lovers, balancing bold flavors.
Sumit Rawat
PepsiCo India is unveiling a captivating campaign titled ‘Kaara Saarama Eat, 7UP® Repeat,’ translating to ‘Eat Spicy Food – Drink 7UP® – Repeat.’ The initiative is complemented by a compelling 45-second TV commercial featuring the first-time collaboration of brand ambassadors Rashmika and Anirudh. Aligned with 7UP's ongoing Super Duper Refresher positioning in India, the film unfolds in a vibrant food truck-themed open-air eatery during late afternoon.
Rashmika Mandanna embarks on a spicy culinary journey with master chef Anirudh Ravichander, showcasing a mischievous enthusiasm. Anirudh, in his distinctive style, crafts a sizzling "Chettinadu fire parotta," creating a steamy, aromatic spectacle. Despite the intense spice, Rashmika craves more, and Anirudh surprises her with a fire engine delivering relief in the form of 7UP®. The TVC climaxes with the tagline, 'Kaara Saarama Eat… 7UP® Repeat!'
Shailja Joshi, Category Lead, Cola & Flavors at PepsiCo India, expresses excitement about positioning 7UP as the ultimate refreshment champion for various occasions. The campaign seeks to elevate the food experience when paired with 7UP, emphasizing the harmonious blend of bold, spicy flavors and refreshing 7UP. Rashmika Mandanna shares her enthusiasm, relating the campaign to her personal love for spices and the refreshing kick of 7UP, hoping fans will enjoy this perfect pairing. The campaign is set to continue throughout the year, marking a quirky and artistic representation of the fusion of bold flavors and ultimate refreshment.
