ABOUT

To mark Durga Puja 2024, 7UP honored West Bengal’s most significant festival with a limited-edition visual identity. Our team in India embraced the cultural heartbeat of Durga Puja, crafting artwork that resonates with the spirit of West Bengal. Seeking to make heartfelt connections with people, our citrusy soda became a refreshing part of this celebration of good triumphing over evil.

West Bengal is one of the key markets for 7UP in India. Yet with fierce competition, we wanted to be bold. Durga Puja offered a perfect opportunity to stand out by immersing ourselves in the spirit of the celebration. By melding our iconic visual identity with the festival’s lively energy, we set out to strengthen our bond with the community and position 7UP as a local favorite during the season.

We opted for a modern art style that captures the joy and vibrancy of Durga Puja while staying rooted in tradition. We seamlessly combined the signature green of 7UP with the festival’s recognizable red and white hues, creating illustrations that feel authentic. Our artwork celebrates the festival’s food-centric festivities and showcases 7UP as the ultimate refresher, making the brand feel like a natural part of the celebration. With this unique style, we appeal to a new-age India while honoring West Bengal’s cultural heritage.

By infusing 7UP with a blend of heritage, contemporary style, and the spirit of Durga Puja, we created a vibrant look that invites you to celebrate the festival with our refreshing lemon-flavoured soda.