Chennai, Jan 22 (IANS): Actor Dhanush, who is awaiting the release of Hindi film "Shamitabh", has been appointed the new brand ambassador of soft drink brand 7up.

The brand has also launched new creative campaign "Tu Up Toh Duniya Up" and a refreshed visual identity in line with the global effort around the world, "Feels Good To Be You".

"We are thrilled about our association with Dhanush as he embodies the spirit of our brand inherently," Ruchira Jaitly, senior director, Marketing, Social Beverages, PepsiCo India, said in a statement.

Dhanush said he was glad to be part of this "interesting and exciting campaign".

"We all change ourselves to suit the usual norms but I am glad that this campaign encourages people not to lose their original self to celebrate their authentic self," he added.

Renowned lensman Rajeev Menon has directed the brand's new video featuring Dhanush.

The rejuvenated visual identity for 7up, including logo design and packaging, is rolling out in more than 140 countries in 2015.