PepsiCo India Holdings Pvt. Ltd. chairman Rajeev Bakshi said, "Brand Pepsi enjoys dominant salience with cricket in the country thanks to its decade-long, innovative association with the game. We are looking forward to another huge opportunity to engage with our consumers during the ICC Champions Trophy. Our return on investment in the game is unprecedented because we have been able to combine the huge media opportunities of the game in terms of viewership as well as engage the consumer through unique promotions. Pepsi's 'Toss kA Boss' adds scale to cricketing excitement and provides Pepsi fans an opportunity to be at the center of an international cricketing event."

This consumer initiative is being supported by an innovative, high visibility multi-media communications package including TV campaigns, radio spots, on ground activities and Point of Sale merchandise. A special 'Toss kA Boss' school contact programme will take the excitement to 425 schools across 14 cities including Delhi, Chandigarh, Ludhiana, Amritsar, Jalandar, Agra, Jaipur, Dehradun, Lucknow, Kanpur, Mumbai and Pune. As part of the programme, six-overs-a-side cricket matches will be played between different teams in each school and the winners will get attractive prizes.

The 'Toss kA Boss', television campaign, which is slated for release is true to the irreverent spirit of brand Pepsi.