PepsiCo India’s 7UP has partnered with several brands to introduce its ‘7UP SpiceIt Playlist’. The initial partnership was announced with Spotify in March 2025. Expanding on the Eat Spicy Food – Drink 7UP – Repeat campaign, this activation leveraged the science of sound to enhance flavour perception.
To take the initiative on another level, 7UP will also be announcing partnerships with Pizza Hut India and Swiggy Instamart. Pizza Hut is launching its new Southern Fiery pizzas, featuring a scannable sticker on the pizza box that redirects consumers to the exclusive 7UP SpiceIt Playlist. For Instamart, there will be a limited-edition 7UP spicy cans available exclusively on the platform for a limited time.
Talking about the partnerships, Shailja Joshi, Category Lead – Cola and Flavours, PepsiCo India, shared that over the years, the team at PepsiCo consistently anchored the brand in food occasions, with a specific edge in the spicy food occasion.
With the ‘7Up SpiceIt Playlist’, it is building on this strength and fusing it with music, which is considered another strong Gen Z passion point.
“This campaign brings together two sensory thrill-seekers: those who love bold flavours and those who chase high-energy beats. 7UP is the perfect conduit because it doesn’t just complement spice — it amplifies the moment,” she said.
Aanandita Datta, Chief Marketing Officer, Pizza Hut India, added that by pairing the new Southern Fiery pizzas with a curated 7UP SpiceIt playlist, the brand has tapped into the growing power of sensory marketing to engage multiple senses at once – taste, sound, and mood. For today’s experience-driven diners, it’s no longer just about what’s on the plate, but how it makes them feel.
The latest partnership with Swiggy Instamart introduces limited-edition 7UP spicy cans, available exclusively on the platform for a short period. “Consumer expectations around instant gratification are evolving rapidly,” said Arjun Choudhary, Vice President, Revenue and Growth, Instamart.
“At Instamart, we see this as an opportunity to reimagine quick commerce—not just as a utility, but as a lifestyle enabler. Our partnerships are increasingly designed to deliver delight in the moment—whether that’s a unique product drop, a seasonal flavor, or even a playlist that complements your snack,” he added.
When asked about the long-term strategy, Choudhary confirmed Swiggy Instamart’s intent to double down on such collaborations. “Collaborations like these allow us to move beyond simply meeting consumer needs—they embed us into the cultural fabric,” he said.
“The 7UP campaign reaffirmed how powerfully consumers respond to novelty, sensory triggers, and cultural relevance—especially when these elements are delivered instantly and cohesively.”
As consumer expectations evolve rapidly, brands are increasingly stepping away from conventional advertising to become active players in shaping culture.
“The days of passive brand messaging are long gone. Today’s consumer expects brands to be part of their world — not just talk at them but create with them.”,” said Joshi
The brand is taking an experiential approach that reflects a deeper understanding of consumer behaviour — particularly the strong link between spicy food and fizzy refreshment.
Joshi further elucidated that when brands behave like culture creators, they become more than just products. While sales remain a core metric, the campaign’s ambition goes beyond transactions. PepsiCo India aims to embed 7UP into everyday consumption moments, transforming it into a culturally relevant symbol that resonates with the emotional palette of its audience.
“For us, the true success lies in making 7UP an instinctive choice during spicy food moments — embedding the brand into the fabric of everyday consumption,” Joshi stated.
The broader goal is to shift consumer perception of 7UP from a simple refreshment to a trusted companion in culinary rituals. “When consumers start seeing us as a brand that belongs at their table — especially during high-flavour, high-heat meals — we evolve from a beverage to a cultural cue,” Joshi added. “That’s when we know we’ve made a lasting impact,” she conveyed.
