MAM
PepsiCo unveils new positioning for 7Up and Nimbooz
MUMBAI: Food and beverage company, PepsiCo India, has donned a new positioning for its lemon flavoured drink 7Up and its sub-brand Nimbooz.
The new brand philosophy of 7Up, ‘Dil Bole I Feel Up’ celebrates India’s undying “UPtimism” and positive attitude. It is onceptualised by 7Up’s creative agency, BBDO India.
Additionally, the brand has unveiled new packaging for both the drinks with the new international logo.
The first TVC, featuring brand ambassador Sharman Joshi will go on air later in January and will feature a dance-off between the actor and penguin. It has been shot in Australia with the CGI (computer generated imagery) and motion capture technology. The film is choreographed by Hollywood choreographer, Simon Lind, of Happy Feet 2 fame.
7Up has also embarked on a nationwide dance, Odyssey. With dance being the ultimate expression of an upbeat spirit, 7UP has flagged off a dancing journey with Tamil Nadu’s dancing star, Sherif.
As part of the campaign, Sherif will travel to 11 Indian cities, from Chennai to Chandigarh, to bottle reasons that make people feel UPtimistic and positive.
PepsiCo India EVP – marketing- beverages (flavours) Ruchira Jaitly said, “We Indians are unputdownable and our optimism or UPtimism helps us stay motivated in any situation. India feels UP and at 7UP we salute that with our new positioning. We are kick-starting the New Year with an exciting new ad film, a unique dance odyssey to bottle India’s UPtimism and a whole lot of exciting UPbeat activities. We are confident that it will resonate well with our consumers nationwide.”
The campaign will be supported by outdoor, online and radio initiatives.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
