Danc­ing with an ‘Up­ti­mistic’ spirit

Outdoor Asia - - Indian Update -

Af­ter re­ceiv­ing an over­whelm­ing re­sponse in 2012, 7UP has launched the sec­ond sea­son of 7UP Dance along with the new brand ambassador, Kan­nada star Puneeth Ra­jku­mar. The ac­ti­va­tion was ideated and or­ga­nized by DDB Mu­draMax agency. The aim was to get ev­ery con­sumer to ‘feel up’, with 7UP and as­so­ciate the plat­form of dance with 7Up and its new po­si­tion­ing. The core mes­sage was, “Un­leash the dancer within you” and all pre-pro­mo­tional ef­forts con­veyed the mes­sage: “You don’t nec­es­sar­ily have to be a trained dancer to be­come fa­mous”. For the agency, the chal­lenge was to move 7Up away from cricket and re­po­si­tion it as a dance prop­erty. 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, VHPL-fiQDOV DQG WKH JUDQG fiQDOH. DDQFLQJ WDOHQW IURP 34 cities in South was brought to 15 au­di­tion cen­ters where the best teams were se­lected through on­line vot­ing to ar­rive at the top 7 danc­ing tal­ent of the re­gion. Ruchira Jaitly, Cat­e­gory Di­rec­tor – Flavours, Pep­siCo In­dia said, “7UP ‘Dance On’ has been a great plat­form for as­pi­rants in South In­dia who are pas­sion­ate about dance. Fu­elled by a phe­nom­e­nal suc­cess last year, we came back this year on a grander scale and we were over­whelmed to re­ceive an en­thu­si­as­tic re­sponse mul­ti­plied man­i­fold. Driven by an UP­ti­mistic spirit, hun­dreds of par­tic­i­pants lined up at each of the city DUGLWLRQV LUUHVSHFWLYH RI WKHLU EDFNJURUQG RU SUR­fiOH. With around6328 in­di­vid­ual en­tries from the South, 7UP ‘Dance On’ was a pow­er­house of amaz­ing tal­ent and en­ergy.” Com­ment­ing on this, Man­deep Malhotra, Pres­i­dent, DDB Mu­draMax – OOH, Re­tail & Ex­pe­ri­en­tial said, “7Up as a brand re­ally gave me an ex­cit­ing ex­pe­ri­ence of close to heart tal­ent in South In­dia. Dance is an in­te­gral part of to­day’s youth. If I rec­ol­lect this is the most ef­fec­tive ex­pe­ri­en­tial mar­ket­ing which I have seen. We at DDB Mu­draMax are proud to be part­ner­ing with 7up for the won­der­ful ex­pe­ri­ence.”

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