The new deal will see the firm extend iconic beverage character across apparel, accessories, eyewear and more.

Aadarsh Pvt extends Fido Dido across India and SAARC

Indian publishing and entertainment house, Aadarsh Pvt is celebrating a new deal to represent the beverage brand character Fido Dido across India and SAARC.

Recognised globally as the face of 7Up and PepsiCo International, Fido Dido was designed by Joanna Ferrone and Sue Rose and has recently become the graphic spokesperson for Amnesty International and Unicef.

The new deal will see Aardash extend the licence across the territory, looking to take the brand into apparel, accessories, eyewear and more.

Head of licensing and publishing, Aadarsh Pvt, Mr N. K. Krishnanand, said: "In India Fido Dido is very popular as the character in 7Up and PepsiCo International.

"With our association and licensing we will make Fido Dido attain new heights wherein people in India and SAARC shall know more about Fido Dido and the core offering by them.

"Fido Dido is an icon which can represent anything and everything in a wonderful, attractive and appealing manner.

"Licensing Fido Dido in India and SAARC is very exciting. We will now license its various offerings be it eyewear, footwear, apparels, luggage, appliances, etc.

"Fido is a philosophy of life, self confidence, inner wisdom, free spirit, Fido is for Fido, Fido is not against anybody."

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