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7UP launches Mallika MMS campaign to promote new ‘Curvy’ packaging
BANGALORE: Clear lime brand of PepsiCo India, 7UP, has unveiled its curvaceous new packaging Curvy. Promoting the new packaging is 7UP’s popular brand mascot Fido Dido in company with Bollywood siren Mallika Sherawat.
Keeping in tune with the buzz surrounding the launch is the Mallika MMS campaign. This is the first time that the television commercial (TVC) will be featured first through MMS and then aired on television. The MMS campaign is supported by a contest that promises 50 lucky winners to meet Sherawat, states an official release.
The TVC, created by ad agency JWT and directed by Prahlad Kakkar, will be unveiled on 15 of April. It features Sherawat playing the role of a princess who wishes to be more beautiful, curvy and the coolest of them all! To her amazement, her wishes are granted by none another than Fido Dido, who snaps his fingers and turns her into the 7UP ‘Curvy’ bottle.
The new pack will be rolled out in all key metros and select markets. The launch is being supported by an aggressive 360 degree activation through innovative outdoor such as live hoardings, radio, television, web (www.7UP.in) & wireless as well as modern & traditional trade, the release adds.
The launch will also introduce one-of-its kind teaser outdoors, which will lead to a dramatic reveal of the new look. Innovation seems to be the buzzword for 7UP as the outdoor advertising includes Lenticular signages that show Mallika morphing into the curvy bottle, states an official release.
Says Pepsi Foods Pvt Ltd, India executive marketing director Punita Lal, “We are pleased to present the new 7UP ‘Curvy’ bottle which spells style, aesthetics & differentiation. A unique, packaging solution with stylish contours, 7UP Curvy is unlike anything we have seen so far in India. We are positive that the cool new 7UP ‘Curvy’ bottle will enhance consumer connect with the youth”.
“It is a great honour for me to be 7UP’s brand ambassador and unveil the brand new – 7UP ‘Curvy’ bottle. I am positive that the new curvaceous look will be a rage with the youth. I am also certain the exciting new 7UP ‘Curvy’ TVC will be much appreciated; I, personally, had a wonderful experience shooting for the commercial and I hope all 7UP fans love it”, adds the brand ambassador Sherawat.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
