| Title | TWEET-A-THON |
| Brand | PEPSICO INDIA |
| Product / Service | 7UP |
| Category | C02. Viral & Email Marketing, e-cards etc. |
| Entrant | BBDO INDIA Gurgaon, INDIA |
| Entrant Company: | BBDO INDIA Gurgaon, INDIA |
| Advertising/Web Design Agency: | BBDO INDIA Gurgaon, INDIA |
| Name | Company | Position |
|---|---|---|
| Josy Paul | Bbdo India | Chief Creative Officer |
| Sandipan Bhattacharyya | Bbdo India | Executive Creative Director |
| Anunay Rai | Bbdo India | Creative Director |
| Arjuna Gaur | Bbdo India | Associate Creative Director |
| Gurdev Singh | Bbdo India | Art Director |
| Gunjan Poddar | Bbdo India | Senior Art Director |
| Ranjeev Vij | Proximity India | Vice President Head Proximity |
| Divya Uttam | Proximity India | Planner |
| Punit Kumar Singh | Proximity India | Avp/Digital Technology |
| Rajesh Sikroria | Bbdo India | Vice President |
| Neha Sharma | Pepsico India | Brand Manager |
| Vineet Sharma | Pepsico India | Gm Marketing |
| Deepika Warrier | Pepsico India | Director Marketing |
PepsiCo 7UP wanted to make its new tagline 'I feel UP' a popular expression among Indian youth before the TV campaign went live. Research showed that despite 2011 being a tough year economically, 70% Indians were optimistic about their future. So we introduced this tagline by launching an unbranded TWITTER CONFERENCE and invited the youth to participate and tell us why India feels up. The Tweet-a-thon snowballed into the world's longest Twitter conference, ever! With celebrities, opinion leaders and popular twitterati joining in. In all it lasted for 73 hours and #ifeelup trended for over 38 hours! With total impressions touching nearly 65 million!