New Delhi, January 13, 2011:Cricket has changed, cricket fans have changed and the way they watch cricket has changed… This ICC Cricket World Cup, Pepsi celebrates the new unorthodox yet immensely popular face of modern cricket with its high decibel and path-breaking campaign – ‘CHANGE THE GAME’. Through the metaphor of cricket it also salutes the Youngistaanis who within themselves have found the power to defy tradition, and pave their own way by not breaking the rules but by changing them.
Change the Game is not a notion but reality that is reflected in the way cricket is played, watched and enjoyed world-over and in India today. With this innovative campaign, Pepsi has become the official sponsor of everything that is unorthodox about the sport; whether it is Virender Sehwag’s Upper Cut, Mahendra Singh Dhoni’s Helicopter shot, Harbhajan Singh’s Doosra, Tillakaratne Dilshan’s Dilscoop, Kevin Pietersen’s Switch Hit or Virat Kohli and Suresh Raina’s aggressive on-field spirit.
Deepika Warrier, Marketing Director, PepsiCo Beverages, India said, “Pepsi has always been closely associated with youth platforms such as cricket; and ICC Cricket World Cup is the single biggest event that unifies millions of passionate Youngistaanis. Our Change the Game campaign celebrates the same passion and the new age mantra of cricket, which is irreverent, unorthodox, fun, challenging and unmistakably Pepsi”.
“PepsiCo is one of the global sponsors of the ICC Cricket World Cup and we have created an exciting, engaging and innovative package for brand Pepsi to leverage this mega event. We are confident that the unique campaign thought of Change the Game will appeal to the youth and inspire them to be the game changers in their own lives”, she added.
Featuring some of the cricketing world’s biggest superstars, the campaign includes a series of ad films that will showcase out-of-the-box moves that are not text-book and yet help achieve the ultimate goal. Irreverent and youthful in spirit, these films promise to bring alive the passion Youngistaanis share for the game, both on and off the field. The first film as part of the campaign revolves around Indian team skipper, Mahendra Singh Dhoni’s famous game changing move – the Helicopter Shot.
“Change the Game is a big idea in the context of the game of cricket. With this campaign we will inspire the youth to ‘change the game’, be innovative, take risks, and do things differently even if it has not been done before. We are the official sponsors of the ICC World Cup, but with this campaign we also want to be the official sponsors of everything that is unorthodox, exciting, innovative about the game of cricket”, said, Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India.
Speaking about ‘Change the Game’, Indian Cricket Team Captain, Mahendra Singh Dhoni said, “Change the Game for me is not about what you achieve, but how you achieve it. It is about the confidence to take risks and the courage to take the road less traveled. On field, it is about playing innovative shots or making game changing decisions at critical junctures of the play. Pepsi’s Change the Game campaign captures this thought in an exciting and innovative manner and I am sure Youngistaanis will strongly identify with it”.
Supporting the on-air initiatives is the eye-catching off-air campaign with cricketers in a never-seen-before painted body look. The new body painted look is youthful, fresh and symbolic of the individual player’s passion for the game. Covered only with a layer of colourful body paint, the cricketers’ images reflect their energetic and unique persona on the field. Each design and choice of colour palette has a story behind it which mirrors the athlete’s character.
“Pepsi has always been the fearless voice of uninhibited youth. A belief that needed to be interpreted even as the official partner of the event. Only Pepsi could turn this official status on its head by standing up for the brave new, unorthodox face of the modern game. The unplugged, organic face of contemporary cricket that is a reflective of everything that the youth of today live by. That it's not the textbook that matters but the result at the end of the day. Because the game can always change”, commented, Agnello Dias, Creative Director, Taproot India.
Director of the TVCs, Prasoon Pandey of Corcoise Films said, “Change The Game is a powerful concept and we have tried to bring alive the same passion and excitement in the films as we would see during the World Cup. The idea was to communicate Pepsi’s celebration of cricketers’ innovative signature moves on the field in a never-seen-before manner. For instance, the first film presents an irreverent back story about Dhoni’s famous Helicopter shot to the thrill of him actually using it during the match.”
The campaign is being launched across various mediums and channels to ensure complete 3D activation across all verticals. It will be supported by a 360-degree approach including thematic ATL and outdoor, consumer engagement programmes, special edition packaging, in-stadia amplification and digital engagement programmes. For more details on the campaign, log on to www.pepsichangethegame.com
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become the country’s largest food and beverage business. One of the largest multinational investors in the country with an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 36 beverage bottling plants, (13 company & 23 franchisee owned) and 3 food plants. Our state-of-the-art manufacturing plants produce a range of products from treats to healthy eats that deliver joy as well as nutrition to the consumers. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker, and young but immensely popular and fast growing brands such as Nimbooz and Aliva.
PepsiCo India's employees are driven by the company’s global commitment to sustainable growth, Performance with Purpose (PWP), which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business in the PepsiCo global system to achieve ‘Positive Water Balance’ (PWB), a fact validated by an independent audit. For more details on PWB and PWP, please visit http://www.pepsicoindia.co.in/CSR/replenishingwater.aspx
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of its continued sustainability efforts, PepsiCo was named for the third time to the Dow Jones Sustainability World Index (DJSI World) and for the fourth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2009. For more information, please visit www.pepsico.com
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GM, Corporate Communications