7 Up I feel up

7Up  recent campaign comprises two television commercials. In the Kathakali TVC, a Kathakali artist hands a bottle of 7Up to a girl waiting at the corner of a street. As soon as the girl accepts it, the audio system starts playing an eccentric mix of music from varied genres like dandiya, rock n roll, and so on, to which the artist gives an exuberant, though not strictly classical, performance. In the Kimono TVC, a Japanese woman clad in a Kimono hands a bottle of 7Up to a young man waiting near a station, and then breaks into lavani (a dance form of Maharashtra).

7up Kathakali

7UP Kimono

The campaign attempts to communicate that 7Up livens up a break in the middle of a dreary boring day. But Kathakali ad seems to be hated by many especially people from Kerala as the art-form was cheaply depicted in the advertisement.

Agency:  Taproot India