To reinforce 7UP's Lemon flavour association, we decided to give away golden lemons in this promotion. The consumer had to look under the crown, and if he found a graphic lemon he could redeem it for an actual golden one! For this purpose we devised a TV promo and decided to use Bappi Lahiri, a Bollywood celebrity widely known for his ridiculous obsession with gold. This TVC idea revolved around telling people to get the golden lemons before Bappi does!

Over 10 million consumers participated in the promo and more than 2.5 million consumers redeemed crowns for various gifts including 7 lucky winners of golden lemons. Also, 18 million cases were sold all over India during the promo which resulted in a volume growth of over 31% as compared to the last year! Additionally, appeal and affinity of the brand among youngsters went up considerably in post-promotion research studies.