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!'
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.
