Mumbai: From the House of PepsiCo India, 7UP® has launched a bold new campaign that marks a decisive evolution of its ‘Super Duper Refresher’ positioning. Anchored in the idea of snow-fresh refreshment, the campaign reinforces the brand’s refreshment credentials while clearly spotlighting its strong consumer value proposition — 400 ml at ₹20.
As temperatures rise across India, the campaign introduces a distinctive snow-fresh expression of refreshment, taking the idea of cooling to the next level. In a beverage category crowded with familiar refreshment cues, snow is used as a hyperbolic visual metaphor to represent instant chill and relief from intense heat, creating a fresh and ownable visual language for the brand.
At the centre of the campaign is a bold creative approach that reimagines refreshment beyond conventional expressions. Snowburst-led moments visually amplify the cooling experience, signalling heightened refreshment with every sip of 7UP®. Set in a high-energy, contemporary world, the campaign film captures fast-paced everyday moments that resonate strongly with youth culture and features two budding actors.
Built with young audiences at its core, the snowburst emerges as a distinctive brand asset — a powerful shorthand for refreshment that strengthens 7UP®’s sensory identity and sharpens its presence in the refreshment space. Paired with the value-led pack proposition, the campaign positions 7UP® as a compelling choice for everyday summer moments.
Speaking about the campaign, Tarun Bhagat, Chief Marketing Officer and Lead – Away From Home Channel, India BU Beverages, said, “At PepsiCo India, we are constantly looking for sharper, more distinctive ways to deliver refreshment that truly stands out. With 7UP®’s first-of-its-kind expression, we’ve reimagined what icy cool refreshment looks and feels like, especially as summer arrives early in southern markets. This campaign strengthens our ‘Super Duper Refresher’ positioning while reinforcing unbeatable value through the 400 ml at ₹20/- proposition.”
Vikram Pandey, Chief Creative Officer, Leo South Asia added, “Our challenge was to elevate a price point conversation into a memorable moment in the signature 7up style. We leaned on a popular cultural nuance and elevated the film visually using snow as a visual device – never seen in the category. It’s a bold step forward for the brand, establishing our claim on refreshment in a way only 7UP can do.”
The campaign is currently live in Tamil Nadu and will roll out across Karnataka and Kerala from February 1, 2026, with adaptations in regional languages. The film carries English subtitles and is being amplified across television, digital, outdoor, and social media platforms.
