Ad Campaigns
7UP launches summer campaign featuring Rashmika Mandanna
Mumbai: 7UP, a refreshing drink, has launched its refreshing summer campaign featuring brand ambassador and superstar Rashmika Mandanna. The film showcases Rashmika’ s experience with 7UP as it brings alive the brand’s new positioning ‘Super Duper Refresher’ across India.
Opening on a sunny, sweltering day, the new film features Mandanna requesting a shopkeeper for a 7UP. The shopkeeper gives Mandanna a chilled bottle of 7UP, but he does so with caution, which leaves her puzzled. Mandanna opens the bottle of 7UP, and the scene shifts to a distant glacier, where a blob of water, creatively depicting refreshment, begins to form and then travels across snow-clad mountains, moving towards Mandanna as she brings the bottle closer to her mouth. The bottle of 7UP here is like a magnet that pulls the ultimate source of refreshment towards you, irrespective of where you are.
The blob, now a massive bubble of refreshment, grows larger by the second. As Rashmika opens the bottle, the bubble of refreshment rushes towards her with even greater speed. The shopkeeper, foreseeing what is going to happen next, opens an umbrella as the bubble of refreshment approaches. The bubble ultimately bursts over Rashmika in the middle of the market, leaving her drenched in water, signifying the exhilarating feeling of refreshment that 7UP can bring with every sip. The film cuts away to the bottle of 7UP and the new ‘Super Duper Refresher’ positioning.
Speaking about the new campaign, Naseeb Puri, senior marketing director, flavours & energy, PepsiCo India senior marketing director, flavours & energy Naseeb Puri said, “There’s nothing consumers seek more from our category than refreshment and, with this new campaign, we’re placing 7UP bang in the middle of the refreshment narrative. 7UP, with its sparkling lemon and lime flavour, is not just a refresher – it’s The ‘Super Duper Refresher’ that uplifts you, be it on a hot summer day or at any other moment when you simply need a lift. Rashmika’s bright energy is of course the perfect pairing for 7UP. We’re confident that consumers will love this new campaign as it rings so true to everything that 7UP stands for.”
Commenting on the new TVC launch, brand ambassador Mandanna said, “I am delighted to be associated with 7UP, a brand that has been a refreshing influence in our lives for years. It was such a fun experience working on the film, which is a burst of super-duper refreshment and leaves you wanting for more. I cannot wait for my fans to see me in this new avatar.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
