In picture: A uniquely designed Pepsi FBkC mnemonic -a blue sofa symbolizing the seat of the lucky 16 winners who will make their way to England for an experience of a lifetime. This mnemonic will be leveraged across all communication platforms.
New Delhi, 01 April 2009- In a country, where cricket is a religion for millions, a chance to bowl the first ball in an international cricketing platform like the World Cup to an iconic and legendary batsman is a dream for many! But what if Pepsi brings this dream alive for some very lucky fans!
Pepsi, the drink that stands for its 'dare for more' spirit, irreverence, youthfulness and a 'Can Do' attitude, is all set to ignite the cricketing fever at ICC T-20 World Cup 2009 with its first of a kind cricketing initiative 'First Ball ka Captain' (FBkC).
Ms. Punita Lal, Executive Director - Marketing, PepsiCo India said "PepsiCo is proud to be the global partner of the International Cricket Council and we are happy to help in building up this global event in our typical Pepsi way. 'Pepsi First Ball ka Captain' is an innovative idea which we are introducing to spice up this year's tournament to add even more excitement to the matches and give our cricket crazy consumers the cricket experience of a lifetime."
Taking a rich cricketing history forward, this latest initiative from Pepsi aims to empower 16 cricket fans by giving them a lifetime opportunity to bowl the first ball against a legendary batsman in every T-20 World Cup match in England. The legendary batsmen include cricketing greats from all over the world and India, such as Jonty Rhodes & Dilip Vengsarkar. The winners will be seen bowling live on ESPN to millions of viewers.
Mr. Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India said, "We want to give the Pepsi consumers a "money can't buy experience", an opportunity to fulfill their dreams. Centre-staging fans as the true stars of the campaign we aim to empower them and strengthen their connect with cricket through 'First Ball ka Captain'. With FBkC Youngistaani's will be the ones getting 'fame & glory' in their favourite game."
To participate in 'First Ball ka Captain', consumers need to either collect 8 specially printed "BLUE" coloured crowns of Pepsi glass bottles or 4 special World Cup 500ml / 600ml PET pack labels. They can exchange these for a scratch card, at their nearest redemption centre. Location of the nearest redemption centre or information on the promo can be received by simply dialing any of the Call Centre numbers 18002095888 & 02261555888. Through the scratch, every consumer is guaranteed to win a My Can, and can also win Cool Pepsi branded merchandise such as sippers and USBs. 40 Lucky Consumers get an all-expense paid trip to England to watch one of the Super 8 matches, while 16 consumers will get the once-in-a-lifetime chance of being the 'FIRST BALL ka CAPTAIN'. The national consumer promotion is valid till 15th May 2009.
The 'First Ball ka Captain' is a high decibel consumer initiative supported by 360 degree approach for building awareness through multi-city road shows, comprehensive 3D activation leveraging high visibility Out-of -Home(OOH) media, TV, radio, digital, mobile, on-ground activities and Point of Sale merchandise.
With Cricket as one of the Pepsi's key communication pillars, Pepsi has always been at the forefront of creating extraordinary and path breaking experiences for cricket fans across the country. Pepsi's memorable campaigns and initiatives of the past like the Blue Billion and 'Toss Ka Boss' campaign, have given a voice and identity to the Indian cricket fans, while exciting variants like Pepsi Gold and Pepsi Blue have been a tribute to the 'Men in Blue' and their 'never-say-die spirit'. With First Ball ka Captain, Pepsi is confident of capturing the imagination of Cricket Crazy India all over again.
The new film is another entertaining, classic Pepsi film that celebrates the Youngistaani. It is about his trip from India to England; from the dressing room to the bowling crease; from being a fan to being the 'captain'. Just by doing something that he loves best - drinking his favourite Pepsi!
'First Ball ka Captain' is a one of kind promotion that puts him in the same league as the Sehwag's and Dhoni's of the world. The idea is delivered as a simple story in which the Youngistaan fan gets the praise, authentic mom-made halwas, and someone's lucky bandana, chooses his team - and of course, captain the first ball of the match!
So go grab a Pepsi at a nearest counter and win your lifetime opportunity to become the 'First Ball Ka Captain'!
PepsiCo is one of the world's largest food and beverage companies, with 2008 annual revenues of more than $43 billion. The company employs approximately 198,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods.
PepsiCo entered India in 1989 and has grown to become the country's largest selling food and Beverage Company. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. The group has built an expansive beverage, snack food and exports business and to support the operations are the group's 43 bottling plants in India, of which 15 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 India's commitment to living by this vision every day is visible in its contribution to the country, consumers, farmers and people.