With a promise of refreshment and uplifting your mood, 7UP has been able to position itself in Bangladesh as an evolving and modern brand in tune with the current youth culture. This has made the brand the third best selling soft drink in the world and since its entry into Bangladesh in the late 70’s, it has managed to become the market leader in the soft drink category of the country. 7UP, with its tagline - ‘Mood ke din lemon-er lift’, had established itself as a drink which refreshes you and uplifts your mood. This provided a very functional and emotional core for the brand and helped in strengthening the brand’s perception has an uplifting healthy drink in the customers’ mind.

This year however the brand moved to a more emotional position with its proposition of “Mon Bole I Feel Up”, to celebrate the moments where we have an uplifting of the emotion and the spirit. Despite living with all the struggle and chaos, we are generally a happy nation filled with optimistic people. Bangladeshis have many unique events where we automatically feel ‘UP’; when we cheer for our cricket team fighting against all the odds, when we celebrate the coming of the new year or the advent of a new season, when we sight the moon before Eid, etc. All these are moments during which we have a festive feeling and which we look forward to celebrating. In associating the brand with these events, 7UP reaches into the emotional core of the youth of the country, who are very optimistic, upbeat, colorful and loud in general, and merges the functional insight of 7UP as uplifting and refreshing. So now 7UP not only uplifts and refreshes you, it also helps you to celebrate these festive moments and spread the cheer to those around you to make these moments even more special.

To build this new proposition a focused 360 strategic communication support was used to build up and strengthen this new positioning. A thematic TVC was produced by the renowned ad maker Mr. Amitabh Reza showing a young buoyant and bubbly boy traveling by a steamer which gets stuck in silt. Rather than being demoralized with the situation, his optimistic behavior helps turn around the whole negative scenario into a positive one using a catchy jingle and dance which becomes infectious and spreads to everyone on board. This message is supported by print communication highlighting the brand ambassador so that all communications are consistent. The Jingle of this TVC has also been unique as for the first time in the country, the Acapella style of music has been used for a major advertising campaign. Acapella uses sounds of instruments made by the mouth and is very challenging since it has to be kept to the instruments natural form. This challenge was overcome by Mr. Fuad Al Muqtadir, one of the popular music producers of the country, who worked side by side with Mr. Amitabh Reza to make the concept come to life. In keeping with its promise of refreshment, 7UP has maintained a visible presence during cultural occasions such as Pohela Boishakh and during Independence Day, setting up Refreshment Zones in different spots and serving chilled products to the visitors and refreshing them with cool mist fans to beat the heat accompanied by music to uplift the mood. During Ramadan, 7UP has positioned itself as a healthy drink for people after breaking their fast, which typically involves a very heavy meal consisting of deep fried food items, thus enhancing the food experience for people.

This constant consumer engagement and its visibility in both ATL and BTL has managed to keep top of mind awareness and created an emotional value in the hearts and minds of consumers. These efforts makes 7UP a brand loved by its consumers and shows them that every downside has an upside in life and it is our perception of things which makes the difference.

Country’s Leading electronics retail chain Transcom Digital is now at Mirpur 1. Recently, the Mirpur 1 outlet was inaugurated at 17 Darus salamroad, through a grand ceremony. Mr. Zafrul Alam Khan, General Manager, Transcom Electronics (Electronics and Appliances Business), officially inaugurated the outlet. Among the high officials Mr. Firoze Mohammad, Marketing Manager, Transcom Electronics (Electronics and Appliances Business), Mr. Masud Rana, Regional Sales Manager, Transcom Digital were also present at the event. Like all other Transcom Digital outlets throughout the country, this new outlet will also serve the customers with the world renowned brands like Philips, Sumsung and Whirlpool along with Transcom Electronics’ own brand Transtec.
Transcom Digital is now running 48 outlets throughout the country and aims to open more in different key locations. Mr. Zafrul Alam Khan, General Manager, Transcom Electronics (Electronics and Appliances Business), officially inaugurated Transcom Digital Mirpur 1 outlet recently. Among the high officials Mr. Firoze Mohammad, Marketing Manager, Transcom Electronics (Electronics and Appliances Business), Mr. Masud Rana, Regional Sales Manager, Transcom Digital were also present at the event.

Transtec tubelight plant has recently been inaugurated in the lighting factory of Bangladesh Lamps Ltd. From now on Transtec tubelight will be available for the valued customers in parallel with Transtec CFL and Transtec GSL. Transtec tubelight is being manufactured in own lighting plant by maintaining international standard with the latest technology of Triple coil and Anode ring from England which ensures the brightest light and longevity of the product.

Transtec tubelight plant was inaugurated by company Director Mrs. Shahnaj Rahman, Chairman Mr. Md. Latifur Rahman, CEO Mr. Habibur Rahman Mollah and Senior General Manager Brigadier General (retire) Sayed Talibur Rahman. General Manager of Transtec and Philips lighting Mr. A. Kader Khan, Plant Manager Mr. Shajat Ali, Deputy Plant Manager Mr. Habibur Rahman and other higher authorities were also present on the occasion.

The Annual Conference of Transcom Beverages Ltd. was held in Kualalumpur, Malaysia on 3rd January 2011. Mr. Latifur Rahman, Chairman; Director Mrs. Shahnaz Rahman ; Mr. Arshad Waliur Rahman; Mrs. Simeen Hossain; Mrs. Shahzreh Huq; Mr. Golam Quddus Chowdhury, CEO & Managing Director and Mr. Khurshid Irfan Chowdhury, Executive Director, TBL were present at the event along with other company officials.

Mr. Latifur Rahman, Chairman, Transcom Group thanked all the team members for an outstanding performance in 2010. Transcom Beverages has remain the market leader in the Carbonated Soft Drink category for hard-work, sincerity and dedication of its employees. To show appreciation awards were presented to Zakir Hossain for “Best territory”. Mr. Gaznabi Chowdhury adjudged “TDM of the Year” while Mr. Nazrul Islam received the award “CE of the Year”.

Regarding the honor of the electricians of the area of Savar, Ashulia and Hemayetpur an electrician program and lunch party has recently been held at Amin Community Center in Amin market, Aricha Road, Savar.

On behalf of Transcom Cables Ltd the inauguration speech was given by Manager (Sales & Marketing) Mr. Shahiddujjaman on that occasion. The fellow speakers were Plant Manager Mr. Sabbir Ahmed, Quality Controller Consultant Mr. Abul Kalam Joardar, Engineer Ahsan Uddin Chowdhury and other higher authorities of national sales and marketing. Senior General Manger Brigadier General (retire) Sayed Talibur Rahman was present as special guest. “The electricians work hard to ease and secure our daily life and we are glad to give their deserving honor”, he said.
Besides the program and lunch party, exchanging business propagation and colorful cultural show were also took place.