PEPSI Launches ‘Nimbu Dikhega Cash Milega’ Campaign

For everyone who has been lucky and not so lucky this festive season, here is your chance to get fortunate with 7Up. One can win up to Rs 3 crores cash with 7Up’s new and exciting under-the-crown (UTC) promotion ‘Nimbu Dikhega Cash Milega’. To participate in the promotion, consumers have to buy red ringed crowns of 200ml and 300ml glass returnable bottles of 7Up and look under the crown for the number of lemons. All they need to do is dial the helpline no. and get their cash prize.

So far more than 1000 lucky winners from across the country have won cash prizes worth lacs of Rupees. In addition to other winners, two lucky winners from West Bengal and Madhya Pradesh have brought home the largest cash prize of Rs 1 lac in their kitty. The national promotion, which is already seeing a very healthy response from its consumers, is valid till 15 November 2008 and the winners can claim their cash till 15 December 2008. This means that there are many more winners to be revealed. So here is your chance to win and go on a holiday, splurge and save.

The promotion is backed by a comprehensive 360 degree activation plan comprising of television and press. On air is a 30 second promotion film created by ad agency – BBDO India. Sandipan Bhattacharyya from BBDO India is the creative mind on the film. The film has been shot in Mumbai and is directed by Shashank Ghosh from Film Farm.

As if the ever increasing inflation wasn’t enough, the recession is here! And even youngsters are feeling the pinch. They need money to go for movies, eat out, go for dates, buy gifts, please high-maintenance girlfriends etc. Imagine taking your girlfriend out on a date, for a movie, or maybe for shopping!
7Up comes to your rescue. Because 7Up is giving out money, lots of money, to the tune of 3 crores. All you have to do is buy a 7Up bottle, look under the crown and you can win cash. As a brand we understand the issues that the youth have, and what really bheja fries them. That’s what the new communication is all about.

The story is being told through song by a beggar who is there on the road and is almost singing about the guy’s frustration. The beggar is the musical sutradhar or narrator.

The film opens on an expensive side walk cafe with a young couple sitting at one table surrounded by lots of shopping bags. The girl is eating merrily, while the guy looks worried and troubled. He is not eating anything. We see a beggar singing next to them, almost as if he is narrating the guys’ frustration! The waiter comes in with the 7Up bottle and asks the guy if he is frustrated from being broke. The guy nods and picks up the bottle and that’s when we reveal the promo about winning cash up to Rs 3 crore by finding lemons under the crown.At the end we see the same crown in the guy’s hand and he is beaming encouraging the girl to eat more.

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