7UP has teamed up with Anirudh Ravichander for a Tamil musical anthem, strengthening its new brand positioning ‘Super Duper Refresher’.
In the opening scene, the protagonist is stuck in gridlock on a hot, muggy day, and he notices that everyone around him looks exhausted. As the protagonist opens the 7UP bottle in his bag to take a drink, the poster of Anirudh Ravichander on a 7UP truck catches his eye, drawing his attention away from the traffic and the onslaught of vehicles.
The scene shifts to the vehicle, where Anirudh is serenading the protagonist to the tune of the new 7UP Super Duper Refresher commercial. As Anirudh sings, he takes on the personae of those in the audience, and the protagonist and the crowd at large soon join him in dancing and having a good time despite the oppressive heat. A splash of water creatively greets our hero as he unlocks the 7UPtruck, bringing him back to the real world and his 7UP bottle. Now that the traffic has moved, the protagonist can see Anirudh wink from the billboard.
Watch the music video here:
Naseeb Puri, Senior Marketing Director, Energy, Hydration & Flavours, PepsiCo India, said, “7UP is committed to providing refreshing experiences and what could possibly be more refreshing than a Super-Duper Refresher anthem by none other than the musical genius, Anirudh. We are extremely excited to have him on board and can’t wait for the youth to start grooving to 7UP’s ultimate upliftment anthem this summer.”
Anirudh Ravichander said, “I am absolutely thrilled to have joined the 7UP family, as it is a brand I have literally grown up with. Working on the musical has been very refreshing and the creative journey we took together has been super-duper fun. I personally love the foot tapping number and cannot wait for the youngsters to enjoy it as much as I do”