Mallika Sherawat is the brand ambassadors of 7 Up. As one of the premier soft drinks of the world, Mallika joins an elite club of endorsements by Bollywood stars. She endorses the new 7 Up curvy, which is the latest lime drink brought out by Pepsi India. Since this cola bottle has a curved shape, Mallika Sherawat renowned for her awesome figure, has been signed up for the same. The new 7 Up Curvy takes the cue from her great curvaceous figure and confidence which has an exclusive appeal to the youth.
What is more significant is the fact that Mallika Sherawat is one of the few brand ambassadors who has a brand named after her figure. The Mallika Sherawat 7 Up ad has become prominent among other such brands ambassadors like Paris Hilton and Shah Rukh Khan who had various brands named after them. Some of the qualities that the 7 Up soft drink looked for while choosing Mallika was obviously her appeal and a characteristic cool attitude. 7 Up as the lemon lime decaffeinated soft drink which is one of the favorites of the young generation. The idea of signing Mallika Sherawat has been primarily to cash in upon her youthful image.
Mallika Sherawat personally speaks of the great honor that this opportunity has given her. According to her the new curvaceous look has come as a special attraction for the youth. In the television promo, the 7 Up brand ambassador is shown as praying to the genii Fido Dido to make her the coolest and curviest, in short to give her the most beautiful figure. Fido Dido in an answer to her wishes, changes her in a flash to a 7 Up curvy.This advertisement has been designed by JWT while it is directed by Prahlad Kakkar. The Mallika Sherawat 7 Up ad has also been promoted through several ways and the mediums used are mobile, wireless media and outdoor hoardings.
As mentioned earlier, confidence evidenced by intake of the soft drink is the logo of the campaign. Hence "Andaaz Sabse Cool" or the "the coolest attitude" is the tagline of the 7 Up ad. This power packed launch was a dazzling affair complete with a fashion show literally to set the trend among the young generation. Boasting of the smoothest curves, the bottle has been much appreciated for being a style statement. Pepsi and Cola rely heavily on Bollywood brand ambassadors and the 7 Up ad is seen as a continuation of this trend. According to Ms Punita Lal, the Executive Director of marketing, Pepsi Food Pvt. Ltd in India, the new 7 Up bottle is a combination of aesthetics, style and differentiation. Fido Dido who is the toon ambassador of Pepsi has once again been used here.
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