7UP launches ‘Sone Ke Nimbu’ campaign

7UP , the natural lemon flavor beverage from the PepsiCo stable is once again here to give your mood a ‘Lemon Ka Lift’ with its exciting under the crown(UTC) national consumer promotion campaign , ‘ Sone Ke Nimbu’ .The ‘Sone Ke Nimbu’ promotion gives 7 lucky consumers the golden opportunity to win a 100gm solid gold nimbu . Apart from this exciting offer to win a gold lemon , consumers also stand a chance to win a host of other cash prizes up to Rs 7 crores!

The ‘Sone Ke Nimbu’ offer will culminate on the 31 st of May. This national promotion will be supported by a 360 degree marketing plan , comprising of television , outdoor , print and point of sale activations.

To participate in the promotion , consumers have to find the crowns of 200 ml & 300ml glass returnable bottles of 7UP and look under the crown for their prizes. All they need to do is dial the helpline no. and collect their prize.

None other than the King of Bling himself , the golden man Bappi Lahiri was chosen for 7up ‘Sone ke Nimbu’ TVC as he is the ideal ambassador to represent the offer. The TVC focuses on Bappi Da’s penchant for all things gold as he gives a journalist a guided tour of his glittering possessions. It is then revealed that the next item on his gold wish list just so happens to be a golden lemon! Of course , to quench his thirst for gold , he’s now stacking up on his supply of 7UP. The ad concludes with a voiceover urging the audience to go out and grab the gold lemons before he does!

The film has been shot in Mumbai and is directed by Ayyapan .The TVC has been conceptualised and written by Sandipan Bhattacharyya , Executive Creative Director BBDO India.

“It’s refreshing from the word go. The offer’s refreshing , the ambassador is refreshing , the ad is refreshing. Quite a nice fit for a refreshing drink!” says Sandipan about the TVC. “It’s interesting how gold lemons actually bring out 7UP’s lemon refreshment promise in a surprising new way. And where there’s gold , can Bappi Da be far behind!?!”

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