Proximity India wins digital duties for 7UP

Hungama Digital was the digital agency working on the account.

PepsiCo India has appointed Proximity India as the digital creative agency for its 7UP brand. As part of the mandate, Proximity will manage the digital, as well as the social media duties for the beverage brand. Prior to this, Hungama Digital was the digital agency working on the account.

Ruchira Jaitley, executive vice-president, marketing, PepsiCo India, says, "Proximity India is a part of the PepsiCo agency team, and has done award-winning work with the company in the past. Its strong creative work and strategic thinking is impressive. Proximity is amongst the most-awarded digital agencies globally, and we look forward to being able to draw upon its international networks for learnings from across the world."

Proximity India is the youngest agency of Proximity Worldwide, and is globally aligned to BBDO Worldwide. BBDO India also handles the creative duties for 7UP.

Ranjeev Vij, vice-president and head, Proximity India, says, "We look forward to collaborate on big ideas and amplify them in everything that is digital today."

Proximity India has offices in Mumbai and Delhi, and has worked on campaigns such as Aviva Life Insurance's Great Wall of Education initiative. The agency also manages digital work for Nicorette, for which it launched an application on Facebook that supports smokers who want to quit smoking.

Proximity will launch its proprietary Digital Lab Initiative in India, early next year, which is a multi-faceted programme designed to drive digital thought leadership and to provide significant value-added service to its clients.