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7UP, the refreshing clear drink with natural lemon and lime flavour was created in 1929. 7UP was launched in India in 1990 and its international mascot Fido Dido was used for advertising in 1992 to position the brand as a cool drink for youngsters. Come 2012, 7UP acknowledges that despite the share of issues and problems, Indians always stay positive and feel UP.They have always been upbeat about the present and optimistic about their future. 7UP salutes India's Undying UPtimism, hence the tagline,'dil bole... I Feel UP!'