Use the Indian Premier League (IPL) as a backdrop to introduce this 7UP form of Cricket as Cricket frenzy is at its all time high during this event. The state-wide league matches of the 7UP Lemon Pattalam ran alongside the IPL to create almost a parallel youth league which is more engaging and fun.Channels employed: Outdoor, Television, Radio, POS and Activation.Channels employed: Outdoor, Television, Radio, POS and Activation.

This game had an instant connection with the youth in Tamil Nadu. Within 2 months, 21,000 youngsters (3,000 teams) participated across 32 cities in league matches. Another 130,000 came out to support their teams. The incremental sales of 7UP went up to 20.8 million cases and volumes in Tamil Nadu up by 30%.