7UP Nimbooz Masala Engages Fans With A Chatpataka Twist

A look at the digital marketing aspect of PepsiCo's 7UP Nimbooz Masala Soda, launched nationally this summer

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The heat has turned up in the country resulting in a rise in sales of cold drinks and cooling beverages. Several brands are vying against each other to be the country’s thirst quenchers in this hot summer. And one brand is doing it with a song and dance routine. PepsiCo’s desi twist to its 7UP Nimbooz Soda, aptly called the 7UP Nimbooz Masala Soda is trying to make it ‘Chatpataka’ this summer.

Launched in India in 2012, 7UP Nimbooz Masala Soda made up of a combination of lemon juice, masala and soda, has now added actor Anushka Sharma as its brand ambassador in a fresh new avatar.

In a TVC conceptualised by BBDO India and directed by film director Vikas Bahl, we see Anushka adding life to an otherwise dull wedding party. The ad set at a wedding party is just like any other wedding party – people who want to dance but too reluctant to start. A woman is seen cajoling a man to dance, while the man refuses saying he’s not a good dancer. Anushka steps up to him and imitates his hand gesture while encouraging him to begin. Soon he gives in, like many others, and the wedding party is infused with a new ‘Chatpataka’ life.

Anushka takes a sip from the 7UP Nimbooz Masala Soda and says – I Feel UP, the brand’s longstanding promise.

 

Unlike other ad campaigns that would have just shared the TVC featuring Anushka on social media and called it digital marketing, PepsiCo seems to have set aside some budget for 7UP Nimbooz Masala Soda, a consumer category it wants to capture from the roadside ‘nimbu soda’ stalls. On the social media front, the brand played on its ‘Chatpataka’ image. Soon after sharing the new TVC, 7UP India launched the #ChatpatakaTwist caption contest on Twitter.

Twitterverse were invited to give witty captions to images posted by the brand and stand a chance to win online vouchers every hour. The winning captions were also shared later at the end of the contest.

Neat engagement, fun social buzz

A Business Standard report states that Indian consumers are shifting to non-carbonated drinks from the regular cola drinks and PepsiCo wants to grab a share of this changing market. The first step has been to roll out 7UP Nimbooz Masala Soda nationally. Although launched in a small geography in the country as a test launch, the response to this new variant was positive and reflected the growing demand for non-carbonated drinks. By roping in a popular Bollywood celebrity, the brand has won half the battle in popularizing its masala soda.

The #ChatpatakaTwist caption contest on social media has sure spiced up the brand vision of Chatpataka’. It is also neatly aligned with the brand image and builds engagement with its target audience on social media.