Mumbai: Soft drink brand 7UP has launched a quirky campaign to ring in the new year, featuring its much-loved, curly-haired brand mascot Fido Dido in his trademark cheeky avatar. The central concept of the brand campaign, a part of its ‘Think Fresh’ series, is to address everyday curveballs through a fun and playful attitude.

The campaign launched on Monday opens with a man sitting in the ladies’ section of a bus, who pretends to fall asleep as soon as he sees a young girl enter the full bus. It’s then left to Fido Dido to tackle this googly and turn it into an opportunity. He takes a swift swig of 7UP and comes up with a ‘fresh’ solution which results in the man hastily vacating his seat, much to the girl’s delight. The lighthearted campaign aims to encourage today’s youth to not be frustrated with daily problems.

PepsiCo India Flavors senior marketing director Naseeb Puri said: “7UP urges youth to ‘Think Fresh’ to address the various life’s curveballs with a cool mind & smart thinking. The new campaign throws light on the many tricky situations that we face every day… and Fido Dido, with his quick-wit and fresh thinking demonstrates that no matter which curveball comes one’s way, keeping a cool mind will ensure one finds a ‘Fresh’ way to emerge on top and win in this evolving reality.”

The campaign will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign, said the brand.