Pepsi launches thematic campaign for 7UP

With the summer fast approaching, both the Cola majors are scrambling to get their communications in place to connect with their target audience. Close on the heels of Coca Cola unveiling a new flavour supported by a high-decibel campaign for Fanta and new commercials for Sprite, Pepsi has rolled out a thematic campaign for its lemon flavoured offering, 7UP.

The new set of TVC's for 7UP, built around the theme "Mood ko do lemon ka lift", bring forth the 'natural lemon flavour' with an interesting interplay of lemons. The three 15-second versions, titled 'Paan shop', 'Clock Tower' and 'Café Boy' will run concurrently.

The 'Paan Shop' film features a girl who is at a paan shop who hs an amazed expression on her face after drinking 7UP. The round spectacle glasses of the paan shop vendor suddenly look like two lemon slices! The girl looks back at the 7Up bottle in surprise with the VO saying "Mood ko do lemon ka lift". The film ends with a shot of a 7up bottle with lemons rotating around it.

The lemon shots have been taken by the London-based David Wynn Jones of Bang Bang Films. Arjun Mukherjee, also of Bang Bang Films (India) has shot the rest of the fim. BBDO India's Sandipan Bhattacharyya is the creative mind behind the campaign.