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Dance connect with 7UP

By VJ Media Bureau - July 15, 2013

7 UP's new activation is all about connecting the brand with the magic of dance.

After receiving an overwhelming response in 2012, 7UP launched the second season of 7UP Dance along with the new brand ambassador i.e. Puneeth Rajkumar, Kannada actor. 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 that you don't necessarily have to be a trained dancer to become famous.
 
For 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, semi-finals and the grand finale. Dancing talent from 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 auditions irrespective of their background or profile. With around6328 individual entries from the South, 7UP'Dance On' was a powerhouse of amazing talent and energy”.
 
The team also created the Pre-hype in about 34 cities for 10 days to reach out to youth centric major touch points. They approached students, corporates and the common man to come and audition for this Dance Competition which was opened to all genres. Their performances were then telecast on TV.  The winning prize was a whopping sum up to Rs 51 Lacs.
 
Commenting on this, Mandeep Malhotra, President, DDB MudraMax - OOH, Retail & Experiential said, "7Up as a brand really gave me 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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