PepsiCo India has appointed Proximity India as the digital creative agency for its 7UP brand. As part of the mandate, Proximity will manage the digital, as well as the social media duties for the beverage brand. Prior to this, Hungama Digital was the digital agency working on the account.
Proximity India is the youngest agency of Proximity Worldwide, and is globally aligned to BBDO Worldwide. BBDO India also handles the creative duties for 7UP.
Proximity India has offices in Mumbai and Delhi, and has worked on campaigns such as Aviva Life Insurance's Great Wall of Education initiative. The agency also manages digital work for Nicorette, for which it launched an application on Facebook that supports smokers who want to quit smoking.
Proximity will launch its proprietary Digital Lab Initiative in India, early next year, which is a multi-faceted programme designed to drive digital thought leadership and to provide significant value-added service to its clients.