With the fourth edition of the Indian Premier League reaching a crescendo, the cricket-loving youth of Tamil Nadu had another reason to cheer, not for Chennai Super Kings but for their local 7UP Lemon Pattalam team that played against CSK on their own turf. 16th May 2011 was a big day for 7UP as they saw the seven-member 7UP Lemon Pattalam team from Coimbatore after a rigorous and highly-competitive league stage winning against mighty Chennai Super kings.
The two month long tournament had participation of numerous teams across Tamil Nadu and was activated in nine cities – Chennai, Coimbatore, Madurai, Trichy, Salem, Tirupur, Tirunelvelli, Pondichary, and Vellore. The participation criteria for 7UP Lemon Pattalam required the teams to collect 7 PET labels/RGB Crowns of 7UP and register themselves in a team of 7 players at selected venues in the cities where the tournament was activated. The 10 city champions then competed for the coveted title of “7UP Lemon Pattalam” so as to bag the opportunity to play against their heroes - Chennai Super Kings. The third season of 7UP Lemon Pattalam witnessed about 1450 teams from nine cities of Tamil Nadu.
Mudra Max gave 7UP Lemon Pattalam an innovative start with a larger than life size Sand-art of the 7UP Style Cricket Stadium made by Mr. Sudarshan Patnaik at Marina Beach, Chennai. This was followed by an interactive Press conference at Taj Connemara, Chennai on 17 March 2011 for the launch of the Special Edition 7UP Slim Can. To mark the occasion three CSK Players namely Sudeep Tyagi, S Badrinath and M Vijay made an appearance and posed with the new 7UP Champions Can – a limited edition can.
This event was supported by 360-degree initiatives utilizing electronic media, outdoor, radio, floats, point of sale merchandise, and youth hangout initiatives. The campaign received an overwhelming response executed through mall activation at Chennai, Canter Activity and Residential Welfare Association in various cities. The consumer engagement capsule across the nine cities included interesting consumer engagement games/interactive sessions along with the registrations greeted by exciting gift hampers with the 7UP Lemon Patallam branding like LED Shades, Caps, Clappers and Radio-cum-Chiller Boxes as gratification for the participants. The highlight for the activation was the special Activity Zones at Malls/RWA that included WII 7UP Cricket games, special electronic walkthrough arch/gates in 7UP bottle shapes for Public Poll.
Commenting on the campaign, Sanjay Kacker, Sr. VP, Celsius said, “7UP Lemon Pattalam’s 7-7 over format was truly a refreshing & a quick form of cricket. This year we had set up a target to beat our own records of the first two editions of 7UP Lemon Pattalam not just in terms of number of people who participate in the campaign but the kind of consumer engagement capsules we create. We used different capsules to excite, educate & engage the audiences in the campaign at numerous touch points. The walk through arch gates to generate opinion polls placed at Malls was a new way of communicating with almost everyone entering the mall premises. The campaign received an awesome response from the cricket lovers in Tamil Nadu.”
Alpana Titus, EVP, Marketing – Flavors, PepsiCo India said, “We are delighted to see the great consumer response for the third addition of 7UP lemon Pattalam. The participation from young cricket lovers has been overwhelming, for this special 7UP style cricket. This is our third year of partnering with Mudra Max for this association, and with every year the program has becoming more exciting, with fantastic on ground execution.”
