Bengaluru, Feb 04: In a bold move from the House of PepsiCo India, 7UP® has launched its new campaign in Karnataka, reinforcing 7UP®’s commitment to giving consumers more refreshment for their money through its 400 ml proposition, with a decisive evolution of its ‘Super Duper Refresher’ positioning. At the core of the campaign is a clear consumer promise — delivering maximum refres
Designed for a value-conscious market as the summer season begins early across southern India, particularly Karnataka, the campaign positions 7UP® as an accessible, everyday refreshment choice that brings together quantity, cooling, and affordability. Anchored in the evolution of its ‘Super Duper Refresher’ positioning, the campaign is built on a simple consumer truth — when the heat is high, consumers seek maximum refreshment without stretching their wallets. By pairing a strong value proposition with a bold new expression of refreshment, 7UP® reinforces its relevance for frequent consumption during rising temperatures.
Building on this strong value foundation, the campaign introduces a snow-fresh expression of refreshment, taking the idea of cooling to the next level. In a beverage category crowded with familiar refreshment cues, snow is used as a hyperbolic visual representation of instant chill and relief from intense heat. This creates a distinctive new visual language that feels fresh to the category and ownable to 7UP®.
Built with youth audiences at its core, the snowburst emerges as a distinctive brand asset — a bold shorthand for refreshment that strengthens 7UP®’s sensory identity and sharpens its presence in the refreshment space. Paired with the value pack proposition, the campaign brings together snow-like refreshment and strong consumer value, making 7UP® a compelling choice for every day, summer moments across Karnataka.
Speaking about the campaign, Tarun Bhagat, Chief Marketing Officer and Lead – Away From Home Channel, PepsiCo India Beverages, said, “At PepsiCo India, we are constantly looking for sharper, more distinctive ways to deliver refreshment that truly stands out. With 7UP®’s first-of-its-kind expression, we’ve reimagined what icy cool refreshment looks and feels like, especially as summer arrives early in southern markets. This campaign strengthens our ‘Super Duper Refresher’ positioning while reinforcing unbeatable value through the 400 ml at ₹20/- proposition.”
Vikram Pandey, Chief Creative Officer, Leo South Asia added, “Our challenge was to elevate a price point conversation into a memorable moment in the signature 7up style. We leaned on a popular cultural nuance and elevated the film visually using snow as a visual device – never seen in the category. It’s a bold step forward for the brand, establishing our claim on refreshment in a way only 7UP can do.”
The campaign is currently live in Karnataka from February 1, 2026, followed by Kerala and Tamil Nadu, with adaptations in regional languages. The campaign film will carry English subtitles and will be amplified across TV, digital, outdoor, and social media.
7UP® is available across single-serve and multi-serve packs in modern trade, traditional retail, and ecommerce and quick-commerce platforms across India.