Pepsi cricket campaign wins intl. Globes Award

MUMBAI: Pepsi's integrated marketing campaign in India that centered around the cricket World Cup last year has been adjudged the best campaign amongst 333 entries from around the world in the annual Globes Awards sponsored by the Marketing Agencies Association (MAA) Worldwide.



At a glittering ceremony held in Florida yesterday, Pepsi walked away with the top honor – MAA’s Grand Prix award for best campaign overall, plus an individual Globe for best sponsorship or tie-in campaign of the year. PepsiCo, New York vice president marketing Vibha Rishi accepted the award.



According to Pepsi Foods Pvt Ltd chairman Rajeev Bakshi, "We have been receiving commendations for the Pepsi World Cup campaign from various quarters. However, it is indeed extremely delightful that a highly prestigious international forum such as the MAA Annual Globes Awards has bestowed the top award for the World Cup campaign."



Pepsi’s hugely successful World Cup promotions, under the 'World Cup Ke Shikari' theme included the 'Pepsi Bada Shikari Hunt Contest', 'Pepsi Predikta Jackpot Contest', World Cup commemorative bottles and a specially-commissioned music video by Adnan Sami.

To coincide with the World Cup, Pepsi launched the limited edition of Pepsi Blue, which was also a huge success. Pepsi also ensured consumer participation through an interactive initiative on the Pepsizone on the Yahoo! website.

The 2004 Globes roster features winning campaigns from Argentina, Australia, Brazil, Canada, Chile, England, India, Indonesia, Israel, Mexico, Poland, Portugal, Singapore, Thailand, Turkey and the USA. This year’s competition drew an all-time high of 333 campaigns from 26 countries, making the 2004 Globes turnout the largest ever and setting a record number of entries for the third year in a row, informed an official release.

The Globes Winners:

Grand Prix and Globe for Best Sponsorship or Tie-In campaign: Pepsi World Cup Campaign

Agency: J Walter Thompson, India

Client: Pepsi-Cola

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