Sharman replaces 'Fido Dido' as 7UP brand ambassador

Mar 21, 2011 IANS

New Delhi, March 21 (IANS) Bollywood actor Sharman Joshi has replaced the cartoon character of Fido Dido as the face of PepsiCo's aerated drink 7UP.

Sharman has been signed up for two years, and sources said he has been paid Rs.5 crore for the endorsement deal.

The campaign for the drink, 'Gussa Hatao, Chill Machao', involves two television commercials and will focus on simple issues of anger management.

Sharman said he was excited about the commercials, which will be aired by the end of March.

"I have always enjoyed drinking 7UP, hence I believe this endorsement was meant to be. I am glad to be a part of this interesting and exciting campaign, which delivers a message I personally believe in, as anger leads to nothing but regret," Sharman said in a press statement.

The actor, who has featured in films like "Rang De Basanti", "Golmaal", "Life...In A Metro", "Sorry Bhai", "3 Idiots" and "Toh Baat Pakki", also admits he was quite upbeat about the campaign as he was getting to shoot with his "3 Idiots" director Rajkumar Hirani.

A PepsiCo spokesperson says Sharman has been roped in for his calm attitude.

"Sharman, with his calm, unruffled and extremely affable personality, is a perfect match to highlight the brand's positioning of a cool, refreshing drink," said Alpana Titus, category marketing director (flavoured carbonated drinks), PepsiCo India Beverages.

Sharman's forthcoming projects include "Ferrari Ki Sawaari" with Deepika Padukone, produced by Vidhu Vinod Chopra.