|Product / Service||7UP LEMON|
|Entrant||BBDO INDIA Gurgaon, INDIA|
|Entrant Company:||BBDO INDIA Gurgaon, INDIA|
|Advertising Agency:||BBDO INDIA Gurgaon, INDIA|
|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 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!
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%.
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.