Ad Campaigns
Fido Dido comes up with ‘fresh solutions’ to everyday problems in 7UP’s new TVC
Mumbai: Soft drink brand 7UP has launched a quirky campaign to ring in the new year, featuring its much-loved, curly-haired brand mascot Fido Dido in his trademark cheeky avatar. The central concept of the brand campaign, a part of its ‘Think Fresh’ series, is to address everyday curveballs through a fun and playful attitude.
The campaign launched on Monday opens with a man sitting in the ladies’ section of a bus, who pretends to fall asleep as soon as he sees a young girl enter the full bus. It’s then left to Fido Dido to tackle this googly and turn it into an opportunity. He takes a swift swig of 7UP and comes up with a ‘fresh’ solution which results in the man hastily vacating his seat, much to the girl’s delight. The lighthearted campaign aims to encourage today’s youth to not be frustrated with daily problems.
PepsiCo India Flavors senior marketing director Naseeb Puri said: “7UP urges youth to ‘Think Fresh’ to address the various life’s curveballs with a cool mind & smart thinking. The new campaign throws light on the many tricky situations that we face every day… and Fido Dido, with his quick-wit and fresh thinking demonstrates that no matter which curveball comes one’s way, keeping a cool mind will ensure one finds a ‘Fresh’ way to emerge on top and win in this evolving reality.”
The campaign will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign, said the brand.
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.
