Indians love spicy food. 7UP wanted to move from being a refreshment option to an active spice enhancer. Gastrophysics research gave us a breakthrough — sound could make food taste spicier. This idea turned audio into a taste amplifier.

We collaborated with an Oxford Professor, whose research in gastrophysics showed that certain beats and frequencies could make food taste up to 10% spicier.

We then partnered with Spotify and music icon Anirudh Ravichander to curate a playlist that matched the science while ensuring cultural relevance and mass youth appeal. Millions of tracks were filtered scientifically to find 15 that could enhance spice through tempo and pitch.

This turned music into more than entertainment - it became seasoning. By using sound as a functional ingredient, 7UP created a completely new way for consumers to engage with the brand. The idea also broke new ground in how brands can integrate with music.