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7UP launches largest dance based competition in South India titled 'Dance For Me'

Company Brief
New Delhi, March 22, 2012

Taking forward 7UP's new brand philosophy of 'Dil Bole I Feel UP', 7UP announced the launch of the 7UP Dance For Me with actors and 7UP brand ambassadors, Allu Arjun and Simbu aka STR. Spread across 21 cities in Tamil Nadu, Andhra Pradesh, Karnataka, Kerala and Pondicherry; 7UP Dance for Me gives all dance enthusiasts a platform to showcase their talent to Allu Arjun & Simbu and win a grand prize of Rs. 51 Lakhs! 7UP Dance for Me promises to be fun and exciting as it will bring out the dancing talent of your city to celebrate India's undying UPtimism and positive attitude!

Dance enthusiasts can register by getting seven PET labels or crowns of 7UP or Nimbooz at their city auditions and participate in teams of seven and qualify for the regional auditions that will be held in Bengaluru, Chennai and Hyderabad. As the competition gets hotter the finalists will undergo a specialized dance workshop in Chennai before they dance off against each other at the grand finale that will be judged by Actors and 7UP brand ambassadors Allu Arjun & Simbu. In the spirit of spreading UPtimism, 7UP will give LED glasses and caps to all participants and prizes ranging from 7UP T-shirts to iPods at each elimination round. Finally, the winner of Dance for Me - Lemon Pattalam will be awarded a whooping Rs 51 lakh and the other competing teams win themselves an X-Box!

Speaking about the launch of 7UP Dance For Me, Ruchira Jaitly, executive vice president - marketing, beverages (flavours), PepsiCo India said, "7UP Dance For Me effectively carries forward 7UP's recently launched brand philosophy of Dil Bole I Feel UP. Through all our campaigns it has been our constant endeavor to explore opportunities to connect with our consumers and Dance For Me goes onto strengthen this connect. With an exciting format and TVCs featuring Allu Arjun and Simbu, we are confident Dance For Me will resonate well with all dance enthusiasts."

Expressing his thoughts about Dance For Me, actor and 7UP's new brand ambassador Simbu, said, "I love dance and I'm very excited to be part of 7UP Dance For Me. I'm looking forward to the finale, but it'll be difficult for me to pick only one winner. I hope all of Tamil Nadu is ready to show me their dance moves!"

Actor and 7UP brand ambassador Allu added, "7UP's concept of Dance For Me is novel and refreshing. Providing a platform for dance enthusiasts to showcase their talent spreads immense amount of energy and participation. It is a feel-good campaign that aims at infusing positivity and UPtimisim through dance."

Strengthening this campaign; 7UP will launch exciting new TVCs that have been put together by BBDO. Allu Arjun's TVC will be showcased in AP, Karnataka and Kerala, and Simbu's in Tamil Nadu. The commercials revolve around a group of friends who tease and lead the actor on around the city with a bottle of 7UP and eventually corner him so they can dance with him. The star obliges and the commercial ends on an electrifying ensemble. The commercial captures the amazing upbeat attitude of today's youth, and there's nothing stopping them from feeling UP!

Apart from the exciting TV and on-ground activation, the campaign will be supported by robust outdoor, online and radio initiatives. For more details log on to www.7UP.in, http://www.ifeelup.in or http://www.facebook.com/7UP INDIA

7UP, the refreshing clear drink with 100% natural lemon and lime flavour was created in 1929 and was launched in India in 1990. For the last 4 years, 7UP is amongst the fastest growing brands in the carbonated soft drinks category in India. It is available in various pack sizes of 330 ml Can, 250ml Slim Can, 200 ml and 300 ml returnable glass bottles (RGB); 500 ml, 600 ml, 1 litre, 2 litre and 2.25 litre PET bottles. Nimbooz is India's first nationally available packaged Nimbu Pani (lemonade), launched in 2009. It is available in 350ml PET, 200ml RGB and 200ml Tetrapak.

For further information, please contact:

PepsiCo India
Nitin Yadav
Mobile: +91 9811278920
E-mail: nitin.yadav@pepsico.com

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