has tied up with music channel MTV to air exclusive spots of its 7Up brand. This includes eight 60 second films created and produced by Viacom Brand Solutions, the integrated marketing vehicle of Viacom18.
The spots are created around the various exasperating situations one encounters in day to day life. Jyotsna Gadi, executive vice-president, flavours, Pepsi, says, "The core target group for 7Up is the young consumer. MTV communicates in the language of our consumers, and with us considering new multimedia options, this seemed to be a good fit."
The eight short commercials will run for six months, with each spot running for 10-14 days. Currently, two commercials, Gym and Phenku, are on air. At the end of each of these commercials, a brain ('bheja') is shown frying on a 'tawa', while someone sprays 7Up on it. Apart from traditional forms of advertising such as television, print and outdoor, radio will also come into focus from August.
Aditya Swamy, senior vice-president, Viacom Brand Solutions, says, "Viewers today are savvier than ever. Hence, using compelling content to get a brand message across is the way forward. The partnership between 7Up and MTV is about the powerful insight around which the proposition has been built, enabling audience empathy by cueing into everyday life situations. This amplifies the campaign and ensures higher consumer connect."
The activity ends with a contest, which will have viewers voting for their favourite 7Up and MTV Bheja Fry spots and also sharing some of their own Bheja Fry situations.
7Up has created a website, www.bhejafrytv.com, courtesy Webchutney, which highlights the Bheja Fry concept interactively. People visiting the site are invited to upload videos, audios, pictures and SMS messages of personal Bheja Fry situations.