‘Think Fresh’ urges 7UP with Fido

Conceptualised by DDB Mudra, 7UP’s new campaign shows how life’s unexpected googlies can be dealt with if one thinks fresh. Fido Dido, the witty, wriggly-haired mascot known for his quirky, fun attitude, is also back to reiterate 7Up’s Think Fresh proposition on screen. The 7UP® TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign

Speaking about the campaign, Nobel Dhingra, Director Flavours (7Up and Mirinda) and Area 3 Countries, PepsiCo India, said, “7Up as a brand has always encouraged consumers to be their cool and optimistic self. The Think Fresh campaign builds on this belief and reiterates that even the most complicated situations in life can be easily dealt with if one adds freshness and optimism into the mix. We are confident the new campaign will encourage consumers to Think Fresh and turn any tricky situation to their advantage.”

Detailing about the conceptualisation and execution, Ashutosh Sawhney, Managing Partner and Head, DDB Mudra North and Vishnu Srivatsav, Creative Head, DDB Mudra, said, “VUCA is today’s new normal and it even percolates down to slices of our lives. Consumers across the board have resonated with this reality. 7Up, with its refreshing flavour, attempts to enable its consumers to think fresh, thereby turning their life’s little googlies into advantageous situations. The new campaign illustrates this in the most unmistakably 7Up way by bringing the iconic Fido Dido back and keeping the brand’s tonality refreshing , just like the great taste of 7UP.”

Credits:

Client: 7Up

Agency: DDB Mudra

National Creative Director: Rahul Mathew

Creative Head: Vishnu Srivatsav

Creative Director: Sooraj R. Pillai, Anu Gulati

National Strategy Head: Amit Kekre

Planning Team: Phalgun Polam, Atyukti Pachauri

Managing Partner & North Head: Ashutosh SawhneyAccount

Management Team: Daksh Sood, Abhishek Walia, Maitree Anil Lonare, Anushka Varma