Sherif will travel to 11 cities, namely Chennai, Coimbatore, Mysore, Vizag, Pune, Kolkata, Lucknow, Agra, Jaipur, Chandigarh and Delhi, entertain the audience and interact with two to three lakh people across the country, asking what makes them feel ‘UP'.

Speaking about the new positioning, Ruchira Jaitly, Executive Vice President-Marketing, Beverages (Flavours), PepsiCo India said: "We Indians cannot be put down and our optimism or UPtimism helps us stay motivated in any situation. At 7UP, we salute that with our new positioning. We are kick-starting the new year with a new ad film, a unique dance odyssey to bottle India's UPtimism, and a whole lot of UPbeat activities. We are confident that it will resonate well with our consumers nationwide."

Commenting on the association, Sanjay Kacker, Sr. VP, Celsius, Mudra Max said: "We have been associated with 7UP for a long time and have worked on various campaigns." Mudra Max will promote this campaign on the digital arena through the 7UP website, the Facebook fan page and Twitter.