7Up ups the quirky quotient in new brand campaign, Golden Times

7Up, the aerated beverage brand from PepsiCo, has rolled out a new brand campaign, ‘Golden Times are here’, wherein over 2 months consumers stand a chance to win gold every hour. This campaign is brought alive with a 360- degree communication across TV, digital, print and OOH. The creative idea has been conceptualised by DDB Mudra Group. 

All consumers can win a Rs 20 Amazon Pay voucher that can be availed on the Amazon website or on the Amazon shopping mobile app. The mega prize is a gold coin of 10 gm of 22 carat that will be given every hour between 10 am and 8 pm every day from December 1, 2018 to January 31, 2019. 

Elaborating on the campaign, Anuja Mishra, Associate Director - Flavours Marketing, PepsiCo India, said, “7Up is a cool and young brand that encourages consumers to be their optimistic self. We’ve always stayed close to consumer trends and local cultural insights, and that’s how our new campaign of ‘Golden Times’ was envisaged. We spoke with consumers and identified that in this speed age, consumers are looking for quick and quirky ways to stand out. We’ve brought this insight to life, where consumers could win gold every hour, all they need to do is chill with a 7UP and SMS the code under the cap.” 

Vishnu Srivatsav, Creative Head, DDB Mudra Group, South & East, added here, “We really wanted to communicate a simple insight that when your time is right you could chill and still win. And we wanted to bring it alive in the most evocative and culturally impactful way possible. Whether it’s the signature swag or the father son relationship, we wanted the communication to truly reflect the relevant culture.” 

The special initiative is applicable on the entire PepsiCo India Beverage portfolio, including 7Up, Pepsi, Mountain Dew, Mirinda and Tropicana Slice. All that consumers need to do is to purchase their favourite PepsiCo beverage, SMS the 8-digit unique code printed behind the label or under the crown to +91 9223492234.  Post sending the SMS, the participant will receive an SMS confirmation containing 17-digit code, which would be counted as valid entry. The offer is valid across Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Maharashtra and Gujarat. For Tamil Nadu, the participant has to answer a question, while for other states, the consumer entries will be fed into a randomiser. 

Click here to watch the TVC: 

Campaign details 

Brand: 7Up

Client: Vishal Kaul, Anuja Mishra & Arti Hajela

Creative Agency: DDB Mudra

Rajiv Sabnis: Executive Director, DDB Mudra Group

Business Management

Vineet Kindra: Sr. V.P. & Business Partner

Daksh Sood: Director, Brand Engagement

Mohit Kumar: Manager, Brand Services

Creative

Vishnu Srivatsav: Creative Head, DDB Mudra Group, South & East

Sooraj Pillai: Creative Director

Pranay – Creative Supervisor

Strategic Planning

Amit Kekre: National Strategy Head, DDB Mudra Group

Phalgun Reddy – Strategy Director