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Home » Media » Press Releases » Pepsi

Pepsi Changes the Game… brings Cricket & Football together in a spectacular new campaign

2 sports loved by billions around the world, 7 iconic athletes, 1 Pepsi, all new rules…

Didier Drogba| Frank Lampard | Fernando Torres Vs Mahendra Singh Dhoni | Virat Kohli | Suresh Raina | Harbhajan Singh

clip_image002.ashx

Link to making of TVC featuring the athletes:

http://wtrns.fr/ZKG47lLVjLhIHE or
http://125.21.190.99/Pepsi_Change_the_Game_Ab_Badlega_Game_cricket_and_football_TVC_making.zip
Link to TVC featuring the athletes: http://wtrns.fr/dyhpX-oG1tYjc9o or
http://125.21.190.99/Pepsi_Change_the_Game_Cricket_and_Football_60sec_TVC.zip
Link to hi-res images: http://wtrns.fr/oAdeD4F2f2m51C or
http://125.21.190.99/Pepsi_Change_the_Game_Cricket_and_Football_Final_Images.zip

New Delhi, April 2012: Cricket and football, the two most loved sports around the world, come together in a never seen before format… Pepsi changes the game with its spectacular new campaign featuring the Indian heroes of international cricket, Mahendra Singh Dhoni, Virat Kohli, Suresh Raina and Harbhajan Singh; along with the biggest global football stars, Didier Drogba, Frank Lampard and Fernando Torres. With cricket season at its peak and Pepsi T20 Football creating waves across the country, the new campaign brings together the biggest passions of a sports fan!

It is the ultimate face off between the gods of sport… So, do the athletes play football or they play cricket? Here lies the twist as our cricketers challenge the footballers to a game of cricket to win Pepsi, while the footballers show them how to play cricket - football style. Fun and irreverent, the film captures the essence of ‘Change the Game’ with a foot tapping soundtrack, ‘Mauke Pe Chauka’.

Homi Battiwalla, Category Director - Colas, Hydration & Mango Based Beverages, PepsiCo India said, “Being a true soulmate of the youth, Pepsi continues to bring to life Youngistaan’s passions in newer and refreshing formats. We celebrated the unorthodox face of cricket last year and gave the T20 twist to football this year; now we are bringing together both these sports on one common platform. Featuring the biggest names from the world of cricket and football, the campaign reflects our commitment to both the sports in our signature, ‘Change the Game’ way”.

“With this latest Pepsi campaign, we are bringing the cricketers and footballers together for the very first time in the history of Indian advertising. It is a truly clutter breaking campaign, mounted on a mega scale. The idea is simple with the ‘Change the Game’ thought at its core” added, Surjo Dutt, Executive Creative Director – JWT India..

Pepsi recently launched its first football campaign in the country featuring actor and avid football fan, , which set the tone for the real action. It was followed by a unique grassroots initiative, Pepsi T20 Football that takes football outside the conventional domain, giving it a refreshing twist. The Pepsi T20 Football initiative combines the excitement and fun of T20 style of playing cricket with the speed, thrill and spirit of football. Organized in a unique metallic cage, the initiative is being organised in major Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi, with phenomenal response. A total of 8-teams, including 1 winning team from each city and 1 wild card entry will compete to emerge as ‘Game Changers’. They will then get the opportunity to be coached by an international football star before they face the Indian Cricket Stars for a game of Pepsi T20 Football at the Grand Finale.

The campaign is supported by a 360-degree approach including on-air, outdoor & on-ground initiatives; special edition packaging featuring and digital engagement programmes.

For more fun and excitement, log on to Facebook- www.facebook.com/PepsiIndia or follow @PepsiCTG on Twitter.

TVC details:
Creative Agency: JWT
JWT Planning: Atika Malik and Shubhrojyoti Roy
Executive Creative Director: Surjo Dutt
Executive Business Director: Saurabh Saksena
VP & Client Services Director: Kundan Joshee
Agency Producer : Mandeep Singh
TVC Director: Prasoon Pandey
Producer: Cyrus Pagdiwala
Music Director: Dhruv Ghanekar
Lyrics: Amitabh Bhattacharya
TVC duration: 60 seconds
Language: Hindi / other regional
Media Planning: Mindshare

About PepsiCo India:

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. With an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker, and fast growing brands i.e. Nimbooz and Aliva. PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, 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 to achieve ‘Positive Water Balance’ in the beverage world. In 2010, PepsiCo India gave back 4 billion liters more water than what it consumed, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. For more information, please visit:www.pepsicoindia.co.in

For further information, please contact:

Parakram Hazarika / Harpreeti Bassi / Ruchika Gupta Nitin Yadav
Genesis Burson-Marsteller PepsiCo India
Email: parakram.hazarika@bm.com / harpreeti.bassi@bm.com / ruchika.gupta@bm.com nitin.yadav@pepsico.com
+91-9711311668 / +91-9999380178 / +91-9873551248 +91-9811278920