Pepsico’s 7UP, the ultimate clear refresher, for the body as well as the mind– is back to celebrate the power of sharp wits and a creative mind. Fido, the brand mascot, and the smartest alec in town, uses his resourceful brain to turn around sticky situations in the film created by DDB Mudra.

After a protracted bout of consumer research, it was found that the youth were suffering not just from googlies of a personal nature (like relationships, careers), but also those kind that arise out of systemic problems. Taking such situational soups head on, along with the unimaginable, out of the box, ingenious hacks deployed by Fido, the film deliver on humour, relatability and food for thought!

“7UP, our clear refreshing drink, is all about refreshment and therefore incites youth to ‘Think Fresh' and confront the numerous life's curveballs with a cool head and clever thinking,” says Naseeb Puri, senior marketing director, Flavors, PepsiCo India. “The new campaign highlights the daily challenges we confront and encourages consumers to take a refreshed approach to prevail in this ever-changing reality is to retain a cool head and keep a quick wit.” she further adds.

Ashutosh Sawhney, managing partner – North, DDB Mudra says, “India's biggest gift to the world is its brain capital. From the genius of Ramanujan to that abundantly evident in the everyday ‘jugads’ that Indians across the length and breadth of the country display. The fertility of Indian ingenuity and imagination is unparalleled. 7UP, as a brand that celebrates a refreshed body and a charged mind has taken that mantle. The canvas it lays out for the youth of India, through it’s ‘think fresh’ idea is a timely and well-deserved celebration of this spirit of the Indian youth that despite any odds, is always up and buoyant, thanks to its resourceful ingenuity, which it puts to use to solve pertinent youth issues.”

The ‘Think Fresh’ campaign has been amplified across channels such as TV, digital and out-of-home.