Chennai, Jan 30 th, 2010: PepsiCo India – a name synonymous with cricket in the country and one of the biggest corporate partners of Indian Premier League (IPL) - unveiled here today its high-voltage initiatives for IPL 2010, with the launch of the second edition of 7UP Lemon Pattalam – its unique cricketing programme for consumers in Tamil Nadu.
After unleashing an unprecedented cricket fever in the state with a unique form of cricketing extravaganza last year, 7UP, leader in clear lemon drink category in TN from the PepsiCo India portfolio, today launched 7UP Lemon Pattalam in a “bigger and better” format.
7UP Lemon Pattalam is a unique concept which gives a golden opportunity to regular cricket fans in the state to match skills with none other than the Chennai Super Kings – most of whom are their cricketing icons, indeed some are towering legends of contemporary cricket such as Indian cricket skipper M S Dhoni and international superstars such as Mathew Hayden and Mutthiah Muralitharan.
The 7UP Lemon Pattalam is a unique game of 7UP style cricket – consisting of 7 overs, with 7 balls per over, and an opportunity for TN consumers to interact and pit themselves against the stars of their favourite team.
Announcing these exciting consumer initiative, Ms Alpana Titus , Executive Vice President – Flavours, PepsiCo India said, ‘’All our initiatives are consumer-focused, and it is reflected in the ‘7UP Lemon Pattalam’ programme. It is a testimony to the commitment and spirit of 7UP that the brand today is one of the pioneers in promoting the game of cricket at the grassroots level – and what better way than to involve the regular cricket fans. For us at 7UP, as indeed in the country, cricket is the religion which brings together people across barriers of geography, gender and age. We are absolutely delighted to be playing a catalyst role in this innovative and memorable initiative.”
Mr. V B Chandrasekar, Director of Cricketing Operations - CSK, said, “7UP Lemon Pattalam and CSK are a perfect fit, as the motto of Chennai Super Kings is not just to win the IPL, but also to popularize the game in the state by bringing the fans closer to their cricketing icons and letting them experience the excitement of playing cricket with the big boys. 7UP is indeed playing a very significant role in bringing fans closer to the game and thereby giving a platform to aspiring cricketers in the state to showcase their cricketing skills in front of their cricketing idols. We do look forward to a good game of cricket with the 7UP Lemon Pattalam team.’’
Unlike in the inaugural season last year, this time everything is bigger and indeed better for consumers – 7UP Lemon Pattalam this time goes to as many as 14 cities (7 cities last year), involving approximately 700 teams (350 teams last year) spread over two months (one month last year) and reaching to almost 10 million consumers. The winning team gets the ultimate prize – a chance to play the 7UP style match against Chennai Super Kings.
To get a chance to participate in this exciting event, what the consumers need to do is unbelievably simple - just collect 7 PET labels of 7UP and register themselves in groups of 7 (which is 1 team) at select venues. The activation will be on in 14 cities - Coimbatore, Madurai, Trichy, Salem, Tirupur, Tirunelvelli, Pondichary, Erode, Thoothukkudi, Thanjavur, Vellore, Nagercoil, Dindigul and Chennai. Depending on the number of registrations, there will be intra-city matches, from which one ‘City Champion’ will be selected from each location. Each of these ‘City Champions’ will then play against each other. The winning team from these inter-city matches gets the chance to be a part of the 7UP Lemon Pattalam which will play against CSK.
What’s more – the initiative this time has something for everyone – players, consumers and ordinary cricket fans – with memorabilia ranging from exciting caps, disco glares, lemon hats and T-shirts to balls and I-pods up for grabs. Lucky consumers also get to win free IPL match passes of CSK matches played in the state.
The entire 7UP activation will be supported by 3600 activation comprising of electronic media, print. outdoor, radio, floats, point of sale merchandise, and youth hangout initiatives. The consumer engagement capsule across 14 cities will include interesting games/interactive sessions such as quiz around cricket, CSK team members & 7UP, tongue twister & push up competition, cheer leading competition, etc.
7UP Lemon Pattalam refreshed the DLF IPL last year when two giants 7UP and Chennai Super Kings came together. Apart from becoming a hot youth movement in Tamilnadu, it represented a multitude of people who shared a refreshing attitude. This unique fun style of cricket proved to be a huge success as 7UP established a platform that gave an opportunity to 7 local boys to play a different form of cricket against the Chennai Super Kings – A rubber ball game that has 7 players, 7 balls per over, 7 overs per inning and a 7 instead of a 6! Last year’s communication primarily served the task of introducing the rules of this fun style of cricket to the youth of Tamil Nadu.
Taking a step ahead from last year’s communication, the objective this year has been to make Lemon Pattalam resonate with an even wider audience. The theme this year is about not just the boys, but the entire community coming together to get them ready to become the Lemon Pattalam that plays against the mighty CSK. It’s about collective involvement and the deep sense of pride that people have in their local boys taking on a professional IPL team.
Distributed into two phases, the first couple of commercials has surprising characters helping and giving tips to the boys to make their game better. The phase two commercial reaches out to the larger mass of people who are not cricket players. It urges them to jump on to the 7UP Lemon Pattalam bandwagon as they too can win free tickets to CSK matches and be part of the excitement, besides wining lots of cool stuff from 7UP.
Made by BBDO, the creative agency for 7UP, the creative director for the three TVC is Mr Sandipan Bhattacharya while Still Water is the production house and the film director is Mr Gerald.
PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and beverage company. The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 41 bottling plants in India, of which 13 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate 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 over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 285,000 people who 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. For more information, please visit www.pepsico.com.
Mr Mrinall Kanti Dey
General Manager - Corporate Communications
Sanjiv Singh / Kanika Nanda
Alliance Public Relations
Mob: +919818430943 /9910505857