pepsi's 'World Cup Ke Shikari' begins airing

MUMBAI: With the World Cup 2003 just days away, the frenzy in the advertising world is scaling new heights. The latest is the series of Pepsi promo campaigns slated around the World Cup, the first one being the World Cup ke Shikari TV started appearing on various television channels from today.

The 50-second ad conceptualised by Pepsi's ad agency JWT has been directed by ad man Prahlad Kakkar. The advertisement features Indian cricket captain Sourav Ganguly, Rahul Dravid, Zaheer Khan, Yuvraj Singh, VVS Laxman, Mohammad Kaif and Harbhajan Singh and a lion called "Jock".

The ad, which has been shot on location in Mumbai and South Africa, shows the players practising cricket. However, when the players decide to take a Pepsi break, to their utter horror, they discover a lion lying next to their Pepsi. The ad tells a hilarious story about how the players retrieve their Pepsi from the lion.

Not surprisingly, Pepsi has simultaneously rolled out the Pepsi Badaa Shikari Hunt contest in association with Max, Nickelodeon and MTV. Six young lucky winners of the contest will get an opportunity to lead the Indian Cricket Team onto the ground during the Cricket World Cup 2003, states a release .

To enter the contest , participants are required to write a letter to the Indian Captain…"Dear Sourav …", telling him why he or she should be leading the team, the release adds. Six of the best entries along with a parent or friend will travel to South Africa on an all expense paid trip, to lead the team onto the grounds .

In addition, autographed goodies like sling bags, team shirts, stumps with posters and Pepsi Shikari gear will be given away as prizes through a number of other promotions as well.

According to the release, Pepsi is set to launch its next promo called Sher Ke Mooh Mein Haath Dalopromo as well. Yet another consumer campaign Pepsi Piyega Toh Shikari Ban Jayega promotion offering similar merchandise is also slated for a launch soon, the release adds.

To attract consumers and encourage participations in the promotions and contests, Pepsi has also put up spectacular outdoor and attractive shop signages and merchandising based on the World Cup theme across 2500 outlets .Specially designed Pepsi World Cup trucks are also roaming the streets in cities and towns.

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