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  • ‘Crash the Pepsi IPL’- An unprecedented, first-of-its-kind brand engagement program during Pepsi IPL!
  • Pepsi challenges consumers to create 30 second ads that will play on air during Pepsi IPL 8!

New Delhi, March 12, 2015 Today’s generations are looking for new experiences and creative challenges like never before. So this summer, as part of the new global Pepsi® Challenge™ program, Pepsi challenges consumers across India to stop being spectators and uncork their creativity through “Crash the Pepsi IPL” – a first of its kind campaign during Pepsi IPL.

The iconic, irreverent Pepsi campaigns have always captured India’s imagination. With “Crash the Pepsi IPL,” Pepsi challenges consumers to make a 30 second Pepsi ad, with winning entries replacing the brand’s official ad on-air during Pepsi IPL 8, April 8 to May 24, 2015. The 8-week “Crash the Pepsi IPL” campaign is an unprecedented consumer engagement program – for the first time during Pepsi IPL, Indian consumers will have control over a brand’s advertising on a massive platform and with a tremendous global audience.

All that consumers need to do is to make a 30 second ad showing their love for Pepsi. Each finalist entry will win a cash prize of Rs. 1Lac, VIP access and benefits at the Pepsi IPL 8. From these finalists, an elite and renowned jury, including eminent personalities from the entertainment industry and creative community along with Pepsi brand representatives, will select the winning ads, which Pepsi will air during Pepsi IPL 8.

Speaking on the changing consumer of today and the “Crash the Pepsi IPL” program, Vipul Prakash, Chief Marketing Officer, PepsiCo India said, “Today’s generations are creatively inspired, not scared of new experiences and eager to live life in the now. Brands around the world are stepping it up through collaborative innovations to create a sense of disruption that’s soon becoming the ‘norm’. For us, ‘Crash the Pepsi IPL’ exemplifies all of this, and empowers original creativity and the young consumer making their own mark. We are extremely excited to launch ‘Crash the Pepsi IPL,’ and in true ‘Live It Abhi’ style, we look forward to cheering the creative, inventive and spirited consumer of today!”

“Crash the Pepsi IPL” is a part of the global #PepsiChallenge program – the brand’s biggest socially-led, content driven initiative ever with a variety of challenges designed to galvanize consumers around the world to defy convention, make every moment – big or small – epic and truly “Live for Now.” #PepsiChallenge incites consumers to take on different challenges for amazing life experiences and rewards.

Ruchira Jaitly, Senior Director Marketing – Social Beverages, PepsiCo India , said, “In line with our global initiative #PepsiChallenge, we’ve designed ‘Crash the Pepsi IPL’ as a creative challenge for India. The world will be watching the Pepsi IPL 8 – and our consumers will be front-and-centre on this stage, with the opportunity to showcase their creativity.”

The entry and selection process for “Crash the Pepsi IPL” is as follows:

  • Consumers can create a 30 second ad for Pepsi, upload it on YouTube and submit the link on www.crashthepepsiipl.com. The website also contains useful resources for consumers.
  • &Of the submitted entries, Pepsi will create a running list of finalists, each of which will receive Rs. 1lac and VIP access to the Pepsi IPL 8.
  • From the finalists, the jury will select the winning entries, which will go on air during the Pepsi IPL 8, April 8 to May 24, 2015.

For #PepsiChallenge excitement throughout the year, visit the campaign website www.crashthepepsiipl.com | Pepsi India’s Facebook page:www.facebook.com/PepsiIndia | Pepsi India’s Twitter Page:www.twitter.com/PepsiIndia.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in

For further details, please contact:

Suraj Kashyap

Genesis Burson-Marsteller

Mob: +91 99953317764

Email: suraj.kashyap@bm.com

Sandipan Ghatak

PepsiCo India

Tel: 0124 - 4998463

Email: sandipan.ghatak@pepsico.com