PepsiCo India, 7UP has launched its new campaign, marking the start of the summer refreshment season across South India and a decisive evolution of its ‘Super Duper Refresher’ positioning.

At the core of the campaign is a clear consumer promise — delivering maximum refreshment with strong value, reinforcing 7UP®’s commitment to giving consumers more refreshment for their money through its 400 ml at ₹20/- proposition.

With summer arriving across southern markets, 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 especially relevant for high-heat, high-humidity South Indian summers and ownable to 7UP.

At the center of the campaign is a bold creative approach that reimagines refreshment beyond conventional expressions.

The snowburst-led moments visually amplify refreshment, signaling an immediate, heightened cooling experience with every sip of 7UP®. This helps the brand cut through clutter and strengthens its refreshment credentials.

Set in a high- energy, contemporary world, the film captures fast-paced, everyday moments that resonate strongly with youth culture, rooted in relatable South Indian summer settings, featuring two budding actors.

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 South India.

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.”

The campaign is currently live in Tamil Nadu, followed by Kerala and Karnataka, with adaptations in regional languages.

The campaign film will carry English subtitles and will be amplified across TV, digital, outdoor, and social media.