Product / Service7UP LEMON
EntrantBBDO INDIA Gurgaon, INDIA
Entrant Company:BBDO INDIA Gurgaon, INDIA
Advertising Agency:BBDO INDIA Gurgaon, INDIA



Name Company Position
Gautam Bhasin BBDO India Creative Supervisor
Sandipan Bhattacharyya BBDO India Executive Creative Director
Aman Nischal BBDO India Art Supervisor
Manoj Deb BBDO India Executive Creative Director
Rajesh Sikroria BBDO India Vice President - Account Management
Josy Paul BBDO India Chief Creative Officer
Prabhakar Sundarraman BBDO India Consultant
Aditya Gupta BBDO India Account Manager
Gurdev Singh BBDO India Graphic Artist
Ajai Jhala BBDO India Planner

The Campaign

The youth prefer shorter forms of cricket as the original game takes too much time. Also, gully Cricket is one of the most popular local sports in the Southern State of Tamil Nadu. So we decided to invent a new localised 7UP format of the game, to have greater connect with the youth in Tamil Nadu. 7UP introduced the shortest form of Cricket ever with 7 overs, 7 balls and 7 players! This fun form of rubber ball cricket was called 7UP Lemon Pattalam Cricket or Cricket Tamil style. The winning team got a chance to play Pattalam Cricket, with the most popular team in Tamil Nadu - Chennai Super Kings!

Success of the Campaign

This game had an instant connect with the youth in Tamil Nadu. Within 2 months, 21,000 youngsters (3,000 teams) participated across 32 cities in league matches. Another 1,30,000 came out to support their teams. The incremental sales of 7UP went up to 20.8 million cases and volumes in Tamil Nadu up by 30%.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We used the Indian Premier League (IPL) as a backdrop to introduce this 7UP form of Cricket as Cricket frenzy is at its all time high during this event. The state-wide league matches of the 7UP Lemon Pattalam ran alongside the IPL to create almost a parallel youth league which is more engaging and fun. The campaign launched on outdoors followed by television commercials directing people to register and also cheer for the their teams. This went along with the Radio, POS and various road shows and activations. Channels employed: Outdoor, Television, Radio, POS and Activation.