Delhi, April 15th, 2009: This IPL season watch 'Asli Indian' cheerleaders dance to the beats of Bhangra, every time the Kings XI Punjab hit a boundary and if a consumer gets lucky then he gets the opportunity to travel to South Africa in an all expense paid trip to watch a match and also meet the players of Kings XI. Nimbooz, the recently launched packaged nimbu-paani from the PepsiCo India stable, promises to provide an 'Ekdum Asli Indian' experience for all its fans, by associating itself with the IPL as the official beverage sponsor of Kings XI Punjab.
Nimbooz is a perfect fit for the Kings XI, who with their energy, verve and aggression has displayed their true 'Punjabi' fighter spirit in the IPL last season. Kings XI which had been one of the most popular and cheered for teams in the last IPL, and 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 thrilled to announce the association of Nimbooz with the Kings XI in IPL' 09. The Kings XI Punjab are fierce go-getters and have displayed an infectious energy in their games in the last season. Nimbooz is proud to associate itself with such a spirited, energetic and dynamic team and we hope this association gives all its fans many refreshing moments to cheer about.''
"The Asli Indian Refresher is now all set to make all cricket lovers dance to the tune of Asli Bhangra", she further added.
Through this partnership, Nimbooz gains exclusive pouring rights at home matches besides being the official beverage for the Kings XI, one of the eight teams of the IPL. Additionally this association also brings with it branding rights on the players' uniform with the logo at the back. Nimbooz branding will be displayed on the uniforms of the Bhangra cheerleaders as well as in that of the ball boys.
Nimbooz is amplifying its collaboration in a big manner, through Nimbooz Highway Gadi, a unique sampling initiative, which will display this association, will travel through Punjab, Haryana and Himachal, offering consumers the chance to buy scratch cards offering four lucky winners an opportunity to win an all expense paid trip to South Africa and meet their favourite team members of Kings XI Punjab and jive to the tune of Bhangra. In addition, other lucky winners will win co-branded merchandize of Nimbooz-Kings XI. The consumer activation will be supported by an extensive and innovative outdoor campaigns, and partnership with electronic and radio channels, which will give the fans a chance to `score' big this cricket season.
So, go desi this IPL season and quench your cricket fever with the exciting initiative from Nimbooz and King's XI Punjab!
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.
Mrinall Kanti Dey
General Manager - Corporate Communication