Anger never really does us any good. But then, it's incredibly hard to think with a cool, level head in moments of sudden provocation. The rush of anger drives us to get into heated arguments, squabbles and fights that always seem mindless and silly in retrospect. At times these moments of sudden anger could also lead to nasty consequences that could have easily been averted with some timely cooling.The new 7UP campaign revolves around these moments of sudden anger in our everyday lives and introduces a new theory of cool - Gussa Hatao, Chill Machao (Don't be angry. Chill out) - a refreshing new mantra from a refreshing lemon drink that promises to cool you down when it matters the most. It’s like a cool wave of reason that douses your anger and makes you regain your calm.To bring this philosophy to life, we took two such instances of anger and introduced a 7UP guy who, through a series of witty and offbeat questions, proves to the fuming characters why their anger is misplaced and why it’s best to douse it with a chilled bottle of 7UP.