With the consistent endeavor to create a cultural relevance through engaging consumers on socio-cultural occasions, 7Up – the No. 1 beverage brand in Bangladesh takes it a step further with introducing a TV musical reality show with a difference -“7UP Musical Premier League” aka 7Up MPL. Keeping up to the promise of refreshment and uplifting the mood, 7Up has positioned itself in the Bangladeshi market as an evolving and modern brand that is collectively young, fun and vibrant, but yet in tune with cultural relevance. In collaboration with Asiatic 360 as the communications and activations partner, and with Channel i as the broadcast partner, 7UP MPL will be a refreshingly innovative musical reality show that would appeal to the mass people of Bangladesh.
The announcement of this musical extravaganza was made through a press conference held at the Channel i premises on May 07, 2016. On behalf of the management of Transcom Beverages Limited (TBL), Mr. Gollam Quddus Chowdhury – MD & CEO, TBL, Mr. Khurshid Irfan Chowdhury – Deputy Managing Director, TBL and Mr. Arif Hossain – Marketing Manager, TBL were present to further glorify the launch event. Also present at the event were Mr. Morshed Alam- Executive Director, Asiatic Mindshare Bangladesh, Mr. Iresh Zaker- Executive Director, Asiatic 360, Mr. Faridur Reza Sagar – Managing Director, Channel I, Ms. Shakila Zafar and Mr. Bappa Mazumder – both renowned names in the Bangladeshi music fraternity who needs no further introduction. Veteran musical personality Partha Barua would be the 3rd judge at 7Up MPL
On a note Mr. Gollam Quddus Chowdhury – MD & CEO of TBL said- “7 Up as the most preferred soft drinks brand has always offered attractive consumer activation. In continuation of that 7 Up has brought to its consumer innovative musical reality show 7 UP Musical Premier League”. At the press conference, Mr. Khurshid Irfan Choudhury said – “Although we have seen a lot of musical contests and talent hunt programs in the past, 7Up MPL would be a reality show with a difference and a refreshingly new program design. There are only a few platforms that have a broad appeal for the consumers and music is one of them. We are very excited with our endeavor to own this platform and make the admiration for the brand a leverage-able property by associating 7Up with an exciting musical event of national scale. We are confident that 7UP will bring to you a musical reality show like never before!” Mr. Iresh Zaker further added by saying “It is from the wide acceptance and popularity of the Cricket Premier League format and program design that the concept of MPL was shaped up. Cricket Premier League events are a proven success story. Alongside the Indian and Australian Cricket Premier Leagues, Bangladesh Premier League is also an event that is gaining immense popularity by the days. We intend to give the Bangladeshi TV audience a fine blend of musical charisma with a pinch of Cricket Premier League flavor to it. And with a title sponsor like 7UP we strongly believe that 7Up MPL would be a television reality show to look out for. As much as the concept is exciting for the viewers, it would be further enhanced by an integrated marketing approach that would engage people from all across Bangladesh. In this age of social media and digital revolution, it is very important for a loved brand like 7Up to engage directly with the consumers. This campaign would do just that. We are particularly very happy to be a partner in this revolutionary journey.”
7Up MPL would be open for participation to the mass people from all across Bangladesh. There would be 8 divisional teams with 8 renowned musicians as the team leaders. The team leaders would get to form their respective divisional teams through regional auditions, selecting 3 promising singers from each division. The 8 divisional team leaders would be Sabbir, Mahadi, Sandipan, Pervez Sajjad, Nishita Barua, Dithi Anwar, Putul and Konal. The team leaders would also be accountable for the grooming and mentoring of their team members.
The main event for 7Up MPL would take place in Dhaka. It will be supported by on-ground activations in the 8 divisional head quarters during the auditions and would further comprise of electronic and print media, social media marketing and youth hangout initiatives. 7UP MPL will also be present on social media through a Facebook fan page and an exclusive YouTube Channel where the fans would get to cheer for their respective divisional teams and send along good wishes and messages. Winners from Facebook contests would also get the opportunity to be at the sets of 7UP MPL bringing them closer to their music icons.
Speaking on this occasion, Mr. Arif Hossain, Marketing Manager, TBL said, “We feel uplifted in being able to leverage one of the more popular youth platforms and wish to carry forward this great initiative of promoting music at the grassroots level. 7Up will activate MPL through an exciting consumer promo where winners can get the chance to meet their musical icons from up close. We believe this will further strengthen the presence of 7UP in the emotional mindscape and build a closer association with the consumers.’’
7Up MPL would go on air in Channel i from 14th July, 2016 and would be telecast every Thursday and Saturday at 7:50 PM.
