Ever since its launch in India in 1992, endearing comic character Fido Dido has always featured in the advertisements of a popular soft drink. However, after 19 years, the popular character will be replaced by Sharman Joshi, the brand’s new ambassador.
The new campaign will kickstart during the Indian Premiere League Season 4. However, Fido will remain 7Up’s mascot on the bottles.
An advertising executive associated with the soft drink brand reveals that they opted to sign up Sharman after an extensive survey. “Each brand reinvents itself and consequently, its campaign, every few years. While Fido Dido was popular with the audience, the campaign’s new thought required a real person instead of an animated character,” says our source, adding that the need to sign a known actor arose in keeping with the new campaign’s concept.
He explains that a coolheaded central character enters the picture to resolve a conflict. “Since the situation is real, there was a need to get a real person too. Sharman, who has a ‘cool guy’ image after 3 Idiots (2009) and his other campaigns, came up tops. Besides, he has a film like Ferrari Ki Sawaari coming up too,” sums up the ad executive, revealing that the actor is being paid Rs 5 crore a year for this endorsement.
On Thursday, Sharman is scheduled to shoot the brand’s first new advertisement, which will go on air on April 8.
Interestingly, the actor’s commercials with a mobile phone company and a network service provider also went on air when the IPL tournament commenced in 2010. Sharman confirms the news and says, “I’m used to seeing Fido Dido in 7Up ads over the years. So it’s nice to hear that the brand thought I am chilled-out enough for their cool drink.”