New Delhi, 27th February, 2009: 7UP, the popular clear lemon drink from the PepsiCo India stable, today, announced its association with Chennai Super Kings Team from the Indian Premier League (IPL) as the official hydration partner. This is the first time that brand 7UP, market leaders in Tamil Nadu, has associated itself with IPL.
The Chennai Super Kings team, runners up of the IPL tournament last year, remain one of the favourites and strongest contenders to win the IPL Tournament this year.
Speaking on the new partnership, Ms. Punita Lal, Executive Director Marketing, PepsiCo India said, "We are pleased to announce 7UP's association with the dynamic Chennai Super Kings (CSK). Taking forward 7UP's leadership in Tamil Nadu, it was a natural choice for the brand to associate itself with one of the leading teams of the Indian Premier League. This is a perfect partnership as both CSK and 7UP are synonymous with a winning attitude and a refreshingly different approach. CSK has been an outstanding performer in IPL 2008 and we wish them all the best to continue with their winning streak this season."
Mr. Rakesh Singh, from CSK, said, "We are happy to partner with 7UP as our official beverage partner. The values associated with brand 7UP find a perfect resonance with our team. Like 7UP, which lifts everyone's mood with its refreshing taste, our team also hopes to provide great cricketing moments this season, which will lift the mood of all our supporters. Further, 7UP has a deep connect with Chennai, being the most preferred drink of the region and a distinctive market leader in the beverage segment. This local connection further strengthens the brand, and our partnership aims to bring together Chennai's favourite drink with its favourite team."
7UP's association with CSK includes activation, merchandise, advertising and packaging for PepsiCo Brands during this association.
A special consumer promotion will also be activated that will allow the fans of CSK to play with the CSK team along with becoming drinks helper in matches, meet the players at the practice and take photographs with them.
Mrinall Kanti Dey
General Manager - Corporate Communication
PepsiCo India Holdings