7UP Introduces Spice-infused Campaign With Rashmika Mandanna & Anirudh Ravichander

7UP teams up with brand ambassadors Rashmika Mandanna and Anirudh Ravichander to unveil a new campaign, 'Kaara Saarama Eat, 7UP Repeat', targeting spicy food enthusiasts in South India. The campaign positions 7UP as the ideal companion for those who enjoy bold and zesty flavours, offering a refreshing taste that complements the heat.

Shailja Joshi, Category Lead, Cola & Flavors, PepsiCo India, said, "Leveraging further on the biggest category driver of refreshment in the clear category, 7UP is all set to position itself as the ultimate occasion refreshment champion. Embracing the deep-rooted love that consumers have for both spicy food and 7UP, the brand has started its journey to level up the food experience when consumed with 7UP. The campaign 'Kaara Saaram Eat, 7UP Repeat' is an artistic take to highlight the beautiful blend of bold, spicy flavours perfectly balanced with the refreshing 7UP. We are excited to take this campaign forward through the year and couldn't be happier to have Rashmika and Anirudh launch this campaign through a quirky new film."

The campaign, 'Kaara Saarama Eat, 7UP Repeat,' translates to 'Eat Spicy Food, Drink 7UP, Repeat' in a pop-cultural context. The TVC featuring Mandanna and Ravichander together for the first time aligns with the brand's ongoing super duper refresher positioning in India.

Commenting on this collaboration, Brand ambassador, Rashmika Mandanna said, “There’s nothing quite like the combination of the spices from my favourite delicacies and the refreshing kick of 7UP. I have grown up on the flavourful notes of spices in my food and so this film is a very natural representation of myself in real life. It was a great experience to shoot with Anirudh and I hope our fans will jump on board to join enjoy this ultimate pairing.”

The 45-second film unfolds in a food truck-themed open-air restaurant during a late afternoon. Mandanna embarks on a spicy culinary adventure with master chef Ravichander. As Mandanna playfully explores the menu with a mischievous glint, she craves the bold flavours of Chettinadu and Madurai cuisine. Ravichander, in his signature style, creates a sizzling 'Chettinadu fire parotta,' unleashing a steamy, aromatic spectacle. Despite the spice-induced tears, Mandanna eagerly bites into the dish, craving more. With chilli emojis in her eyes and a fiery tongue, she seeks relief from the spice heat. Ravichander surprises her with a special delivery from a fire engine, creatively showcasing the intense spice and the ultimate relief provided by 7UP. The film concludes with the memorable catchphrase, 'Kaara Saarama Eat… 7UP Repeat!'

Brand ambassador, Anirudh Ravichander said, “Starting the year with 7UP's pairing with spicy food and this new film with Rashmika is truly exciting. It captures the perfect blend of bold taste and refreshment, making every sip a delightful journey. Cheers to this flavourful adventure, and I hope my fans across the country enjoy it as much as I do!”

Leo Burnett serves as the creative agency for the campaign, which will be extensively promoted across TV, digital, outdoor and social media platforms as part of a comprehensive 360-degree campaign.