PepsiCo India has unveiled a new summer campaign for 7UP, refreshing the brand’s long-standing ‘Super Duper Refresher’ positioning with an intensified focus on cooling and value. Central to the campaign is the 400 ml pack priced at Rs 20, positioned as an affordable, everyday refreshment choice for the Indian summer.
Breaking away from conventional beverage imagery, the campaign uses snow as a striking visual metaphor to exaggerate the drink’s cooling effect. The snow-led narrative is designed to signal instant relief from rising temperatures, especially as summer arrives early in parts of southern India. By introducing icy visuals into familiar, fast-paced daily situations, the film dramatizes refreshment in a way that feels unexpected and distinctive within the category.
Set in a contemporary environment and featuring two young actors, the campaign aligns closely with youth audiences. Snow burst visuals erupt into everyday moments, amplifying the sensation of chill and creating a memorable creative device that the brand plans to build into a recurring asset across future communications.
Beyond the cooling cue, the campaign strongly reinforces value. By spotlighting the Rs 20 price point, 7UP positions itself as an accessible option for frequent consumption, balancing aspiration with affordability during peak summer months.
Commenting on the campaign, Tarun Bhagat, chief marketing officer and Lead – Away From Home Channel, PepsiCo India Beverages, said the brand wanted to deliver refreshment in a sharper, more distinctive way. He added that the new creative expression strengthens the ‘Super Duper Refresher’ promise while clearly communicating value.
Vikram Pandey, chief creative officer at Leo South Asia, noted that the challenge was to elevate a price-led message into a culturally resonant and visually bold moment, using snow imagery rarely seen in the category.
The campaign is currently live in Tamil Nadu and will expand to Karnataka and Kerala, with regional language adaptations across television, digital, outdoor and social media platforms.
