7Up’s Fido Dido Replaced by Sharman Joshi
After years of being represented by the iconic doodle, Fido Dido, the soft drink firm chose the new face of its company, making Joshi the first living male ambassador of the brand.
Joshi told reporters: “7Up is a cool drink, and I am elated to be associated with it”. The actor reportedly scored a cool Rs 5 crore for becoming the brand ambassador.
7Up is all set to kick off its new marketing campaign – “Gussa Hatao, Chill Machao.” The brand will be promoted across multiple platforms beginning with television, environment, online, and, finally, ground promotion.
PepsiCo India’s Marketing Director Alpana Titus stated, “We have chosen Sharman Joshi to endorse the brand, because his personality is a perfect match for the brand’s positioning as a cool and refreshing drink.” She added: “there will be a series of three commercials directed by Rajkumar Hirani (the man behind Munnabhai and 3 Idiots). This is a very important campaign for the brand, and the company plans to invest in it significantly.”
Titus went on to say: “with Hirani weaving his special brand of magic for the ads, we are confident that consumers will enjoy the campaign and identify strongly with the theme of ‘Gussa Hatao, Chill Machao,’ We look forward to kicking off a great summer season with this exciting campaign.”
It seems 2011 has been charmed for Joshi who also bagged the lead in Vidhu Vinod, a role previously offered to bigwigs like Shah Rukh Khan and Aamir Khan. How will PepsiCo India make use of Joshi’s refreshing personality for their soft drink? The buzz is Joshi will be using 7Up to cool of various hotheads while providing a liberal dose wit and offbeat questioning. Refreshing!