7UP LIMITED EDITION

I led the design for 7UP’s limited-edition Durga Puja campaign, being involved from the project’s inception through to execution. This included conducting cultural research, shaping the brief, and exploring multiple creative directions that were presented to the wider team. The chosen concept reimagined Fido Dido as a Dhaki (traditional drummer), symbolizing the rhythmic energy and excitement of the festival. The approach was direct, vibrant, and engaging—capturing the essence of Durga Puja’s festivities while making the brand more relatable and fun for regional audiences. Once the direction was finalized, I refined the illustration and design system and led the adaptation across various touchpoints—from packaging to in-store and digital promotions—ensuring consistency and festive impact. This campaign not only honored the cultural richness of the occasion but also successfully extended the 7UP brand story in a locally relevant way. The work was featured in The Dieline and afaqs! as a standout example of culturally rooted design. Features https://thedieline.com/fido-dido-plays-some-sick-beats-on-limited-edition-durga-puja-7-up-bottles/ https://www.afaqs.com/news/advertising/7up-releases-a-limited-edition-pack-for-durga-puja