The natural lemon flavour 7UP is all set to go on air with its new thematic campaign ‘Mood Ko Do Lemon Ka Lift’. The new campaign strives to give consumers an uplifting experience of natural lemon flavor refreshment. In today’s fast paced life, when it is so easy to get irritated, stressed or plain unhappy, 7UP offers a change of mood with it’s natural lemon flavor refreshment.
7UP with its natural lemon flavour brings alive the ordinary by adding a refreshing lemon twist. The effect of the natural lemon flavour has been captured in a quirky way in the TVCs by having the protagonist see lemons in most unexpected places to after consuming refreshing 7Up. It is aimed at giving the viewers a delectable sensory experience and with the onset of summers, the freshness of 7up’s lemon flavour will definitely perk up the senses.
The new campaign ‘Mood Ko Do Lemon Ka Lift’ will be backed by a comprehensive 360 degree marketing plan comprising television, print, radio, outdoors, web activation with consumer generated content and intensive on-ground activation at major youth hang outs to connect with the youth and bring alive the brand proposition.
The new set of TVC’s for 7UP very clearly bring out the Natural Lemon Flavour with an interesting interplay of beautifully shot lemons.
There are 3 short (15 sec) TVCs that will run concurrently and drive home the 7UP’s superlative ‘uplifting refreshment’ promise. The story of each of the TVCs is described below briefly.
Paan Shop:The film begins with a complete refreshing lemon slices in motion supported the VO ”Natural lemon flavour ke saath”. The film then features a girl who is at a paan shop who is refreshed by 7Up and then has an amazed expression on her face. The round spectacle glasses of the paan shop vendor suddenly look like two lemon slices! The girl looks back at the 7Up bottle in surprise with the VO saying “Mood ko do lemon ka lift”. A 7up bottle with lemons rotating around it ends the TVC, with the super saying 7UP.
Clock Tower :The film begins with a refreshing shot of whole lemons colliding into water supported the VO ”Natural lemon flavour ke saath”. The film features a boy who is on a side walk who opens a 7UP can and drinks from it. He looks refreshed and then has a surprised expression on his face. The dial of the clock tower in front of him is suddlenly a refreshing lemon disc! He looks at the 7UP can and smiles with a VO saying ‘Mood ko do lemon ka lift”. A 7UP Can with lemons rotating around it ends the TVC, with the super saying 7UP.
Café Boy :The film begins with delectable lemon wedges splashing and colliding into water supported by the VO ”Natural lemon flavour ke saath”. The film features a boy sitting in a café. He picks up a 7UP bottle and drinks it. He looks refreshed and then has a shocked expression on his face. He is looking at a moving red bus with tyres in the form of lemons. He looks at the 7UP bottle and smiles with a VO saying “Mood ko do lemon ka lift”. A 7UP bottle with lemons rotating around it ends the TVC with a super saying 7UP.
The talented team behind these films comprises the London based David Wynn Jones who is responsible for the luscious lemon shots, Mr. Arjun Mukherjee (Bang Bang Films) for the rest of film and Mr. Sandipan Bhattacharyya (BBDO India) was is the creative mind behind the film.