7UP launched the third season of 7UP Dance along with the brand ambassadors Puneeth Rajkumar ( Kannada Star) and Simbu (Tamil). The activation was ideated and organized by DDB MudraMax agency.
The brief to the DDB MudraMax team was to re-enter the core market with a strategy which is in line with the brands philosophy. Dance Pattalam has been an iconic property over the last few years and the brand strongly advocates the outcome of the property has grown deeper and stronger.
The challenge to the team this year was to keep up the already created strong association with the brand and the talent, but with a twist that needs to cater to the common man as well. The bigger challenge this time was to integrate the brand with the sponsored teams with CSK and RCB.
In a 360-degree plan for 7UP, on ground activation played a vital role. The team reached out to millions of consumers via four levels of auditions – city, regional, semi-finals and the grand finale. Dancing talent from 49cities in South where the best teams were selected through online voting to arrive at the top 7 dancing talent of the region.
The team also created the Pre-hype in about 49 cities to reach out to youth centric major touch points. All media activated had a call for entry through digital and on-ground direct registration. Specially designed Dance Pods were put in place to get instant participation. They approached students, corporates and the common man to come and audition for this Dance Competition which was opened to all genres. Their performances were then telecast on TV. In the finale round of 7UP DanceUP 2014, top 3 winning teams received total cash prize worth INR 21 Lakhs whereas the winner, Fictitious Group also got a once in- a- lifetime opportunity to perform at the finals of Pepsi IPL in Bangalore on June 1, 2014 besides getting cash prize of Rs11 lakhs and feature on the 7UP label.
The latest season of 7UP DanceUP, one of the biggest dance based contest in South India, saw more than 10,000 participants from 2,800 teams across 49 cities in Tamil Nadu, Karnataka and Kerala. The new season saw some of the most stunning and power-packed dance performances and ended on a high-note as STR and Puneeth Rajkumar declared Fictitious Group as the winners of the Grand Finale.
Rigorous competition and a wonderful audience response pulled this season of 7UP DanceUP to a completely new level of UPtimism. 7UP embodies fun, excitement and youthful spirit and has always kept alive its brand philosophy ‘I Feel UP’ by using dance as the ultimate form of expression. It has provided a new and refreshing platform to talented dancers residing in the smallest of cities, and helped them exhibit their talent.
Speaking about 7UP DanceUP, Ruchira Jaitly, Senior Director Marketing- Social Beverages, PepsiCo India said, “7UP DanceUP has been a phenomenal success over the years, and we came back this year on a grander scale. The response has been overwhelming; watching hundreds of dancers, each one, a powerhouse of amazing talent and energy. Each team had put their best foot forward and deciding on one winner was tough even for the judges. While participation has always been fabulous, what makes this season of 7UP DanceUP special is that we want to give our participants an experience that makes them feel really special, on the biggest stage available in India today. There can be nothing as rewarding for a dancer to be able to perform at a platform as huge as the Pepsi IPL to crowds of thousands of people which only spreads 7UP’s philosophy of UPtimism via making a positive move.”
Commenting on the campaign, Mandeep Malhotra, President, DDB MudraMax – OOH, Retail & Experiential said, “Any experience which touches your heart is worth loving un-conditionally. The 7Up campaign for us has been our top most priority campaign. Team 7Up has never seen which organisation you belong to and the only vision is to better last year’s benchmark. We were all proud and happy on bringing raw talent to a platform to flourish.”