7UP celebrates Pongal

Brings festive cheer to Tamil Nadu with limited-edition packs

The new 7UP packs for Tamil Nadu are inspired by design elements representing Pongal and feature brand mascot Fido Dido spreading the refreshing Pongal vibe amongst consumers. Photo 7UP

Marking the celebrations for the auspicious harvest festival of Pongal in Tamil Nadu, 7UP, the refreshing clear drink unveiled its all-new limited-edition festive packs featuring the quirky, curly-haired mascot Fido Dido. 

Pongal is widely celebrated in Tamil Nadu with thousands of people across the state marking the end of winters and is a festival to showcase gratitude for a good harvest. The limited-edition 7UP packs are a tribute to the spirit of Pongal and take inspiration from the various elements that define the festival in its true essence. Right from the intricate art of Kolam to the use of sugarcane and pot to cook delicacies – the packs are a multi-faceted representation of all things Pongal. 

Speaking about the new packs, Naseeb Puri, senior marketing director, Flavors, PepsiCo India, said, “7Up is privileged to have been part of the rich Tamil Nadu culture, and this time, we really wanted to celebrate Pongal in a special way. The limited-edition packs are our endeavor to bring alive the festive spirit and add some freshness to the celebrations as people continue to stay home to mark the occasion this year.”

The vibrant new Pongal-inspired labels will be used across 600 milliliter, 1 liter, and 2.25-liter packs of 7UP and will be available across all modern trade outlets and select eCommerce channels. In a bid to spread the festive cheer across the state, the celebratory branding will also be showcased across hoardings and posters across public spots in select cities to engage the audiences. 

PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 63 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, and Quaker.

PepsiCo’s growth in India has been guided by its vision to Be the Global Leader in convenient foods and beverages by Winning with Purpose. “Winning with Purpose” reflects its ambition to win sustainably in the marketplace and embed purpose into all aspects of the business.


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