fter his winter break, the spiky haired bloke is back on television. This time with model Yana Gupta. Together they do a qawwali, which will soon be on radio. The twosome are urging fun lovers across the country to hang out at Fido chowks (or Fido Squares, the first of which came up in Delhi recently), and will spread the virtues of being cool from billboards at vantage locations.
Looks like Fido Dido will leave no stone unturned this summer. According to Pepsi India, 7UP sales grew by 35 per cent in 2004 over the previous year (Fido was revived in late 2003). And the company has charted an aggressive brand promotion strategy to sustain the momentum. So 7UP�s mascot and his Czech mate will be at the centre of a host of activities lined up for the summer of 2005. A website, 7upkeepitcool.com, has been set up where people can download ringtones, screen savers and Fido cursors. Fido will also feature in a movie produced by Sohail Khan and directed by David Dhawan.
The new TVC of 7UP itself is a take-off on Main Hoon Na�s hit song, Tumse Milke. In the ad, Fido, in a funky jacket and a red hanky tied around his neck, is seen shaking a leg with Yana Gupta, doing a Sushmita Sen. Conceived by JWT, the ad has been directed by Main Hoon Na director Farah Khan while the music has been scored by Anu Malik. Khan�s not entirely new to the ad world, some of her previous assignments include the Kurkure series with Juhi Chawla, the Pizza Hut campaign with Zayed Khan and Aishwarya Rai�s recent commercial for Lux.... more