7UP has joined forces with brand ambassadors Rashmika Mandanna and Anirudh Ravichander to launch an exciting new campaign titled ‘Kaara Saarama Eat, 7UP Repeat.’ Developed by the creative minds at Leo Burnett, this campaign aims to position 7UP as the perfect companion for spicy food enthusiasts across South India, offering a refreshing taste that complements the bold and zesty flavors of local cuisine.
The 7UP Campaign Concept:
The campaign titled, ‘Kaara Saarama Eat, 7UP Repeat’ translates through a pop-cultural context to, ‘Eat Spicy Food – Drink 7UP– Repeat’ order. The campaign is accompanied by a TVC that features the brand ambassadors, who share the screen on 7UP for the first time. Both the campaign as well as the TV commercial ties back to the brand’s ongoing ‘Super Duper Refresher’ positioning across India.
The TVC Storyline:
The campaign’s TV commercial unfolds in a lively food truck-themed open-air restaurant, featuring Rashmika Mandanna embarking on a spicy culinary adventure with chef Anirudh Ravichander. Against the backdrop of a late afternoon, Rashmika playfully engages with the chef, expressing her craving for the bold flavors of Chettinadu and Madurai cuisine.
Chef Anirudh, in his signature style, prepares a tantalizing dish named “Chettinadu fire parotta,” creating a steamy and aromatic spectacle. As Rashmika bites into the spicy delicacy, her eyes water, but the relentless foodie in her craves more. The TVC creatively portrays her desperate search for relief from the spice heat, and Anirudh surprises her with a special delivery from a fire engine, showcasing the intense spice and the ultimate refreshment provided by 7UP. The commercial concludes with the catchy tagline, ‘Kaara Saarama Eat… 7UP Repeat!’
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Brand Ambassadors’ Perspective:
Commenting on this collaboration, brand ambassador, Rashmika Mandanna said, “There’s nothing quite like the combination of the spices from my favourite delicacies and the refreshing kick of 7UP. 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 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. Cheers to this flavourful adventure, and I hope my fans across the country enjoy it as much as I do!”
Brand Commitment:
Shailja Joshi, category lead, Cola & Flavours, PepsiCo India, said, “The campaign ‘Kaara Saaram Eat, 7UP Repeat‘ is an artistic take to highlight the beautiful blend of bold, spicy flavours 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.”
Let’s wrap up: 7UP campaign
The ‘Kaara Saarama Eat, 7UP Repeat’ campaign is set to captivate audiences across TV, digital, outdoor, and social media platforms. With a 360-degree approach, 7UP positions itself as the ideal beverage to accompany spicy food, promising a unique and enjoyable pairing that will leave consumers reaching for more. So, spice up your taste buds and make 7UP your go-to choice for a refreshing and flavorful experience. Cheers to a ‘Super Duper Refresher’ adventure with 7UP!
