7UP launches first-of-its -kind digital campaign in AP “Click Cheshte, Dance Chesthaan”

Hyderabad|India|June'2010: In keeping with its unmatched track-record of innovation in consumer engagement, 7UP - the most popular clear lemon drink from PepsiCo – has announced a path-breaking consumer campaign in the state, bringing next-generation technology closer to its fans.

Titled “Click Cheshte, Dance Chesthaan” (You Click, I Dance), the campaign gives an once-in-a-lifetime opportunity to fans across Andhra Pradesh to make their favourite cine star Allu Arjun dance to their tune. With this initiative, 7UP becomes the first brand in the country to bring alive the next-generation technology “Augmented Reality”,thereby taking a giant leap in leveraging digital media as a marketing tool.

What can the consumers do? Consumers needs to buy 7UP PET bottles and use the AR code (a graphic black & white box) printed on the 7UP bottle sleeve and place the bottle in front of a webcam to make Allu dance in 7 different dance styles such as Salsa, Hip Hop, Rock ‘n’ Roll, Pop, Retro, Bollywood & Punk Rock. Likewise, consumers need to put the bottle in front of the mobile phone camera and experience Allu’s dance magic.

7UP & Allu Arjun has always been engaging with their fan base in Andhra Pradesh through different ways. Last year, 7UP brought to the state a first of its kind mega consumer engagement program – Dance with Allu – where 7 lucky winners got a unique opportunity to star in a music video with Allu.

Announcing this here, Ms. Alpana Titus, Executive Vice President - Flavours, PepsiCo India , said “In keeping with its youth-focused brand positioning, 7UP has always remained a pioneer in innovation –be it in products, packaging or in consumer engagement. This innovative campaign brings the technology of tomorrow virtually to the doorstep of our consumers and fans. And in the process, 7UP becomes an
integral part of the youth’s everyday lifestyle. We are certain that youngsters in Andhra Pradesh will have added excitement this summer thanks to the 7UP campaign - Click Cheshte, Dance Chesthaan.”

Allu Arjun, the reigning superstar of Telugu cinema, and the 7UP brand ambassador, said “I am very excited to be a part of this campaign.Only 7UP, with its clear focus on innovation, could have conceptualized such a mega campaign on the platform of futuristic technology. And let me tell you – I am really quite happy to be dancing to the tune of my fans in the state. I am sure this technology of ‘Augmented Reality’ is soon going to find its way into some of our movies sooner than later.”

The campaign is being supported by a heavy-duty communication drive.Starting May 26th, an innovative teaser campaign was on air, which will now culminate with final TVC and mega reveal campaign that would drive consumer engagement through a powerful 3D campaign. The teasers encouraged consumers to SMS back to 9211787777 why they think Allu is dancing nonstop & lucky winners stood a chance to win 7 Allu Arjun
autographed Apple IPods per day.

-June'' 2010