Indiantelevision.com Team

(2 April 2009 7:30 pm)

NEW DELHI: PepsiCo India has launched promotional campaign, ‘First Ball ka captain’ for the forthcoming ICC Twenty20 World Cup to be held in England in June this year.

The consumer promotion will be kicked off from next week and will be valid till 15 May, 2009.

Says PepsiCo India executive director-Marketing Punita Lal, “PepsiCo is proud to be the global partner of the International Cricket Council and we are happy to help in building up this global event in our typical Pepsi way. ‘Pepsi first ball ka captain’ is an innovative idea which we are introducing to spice up this year’s tournament to add even more excitement to the matches and give our cricket crazy consumers the cricket experience of a lifetime.”

The beverage company has roped in cricketers like Rohit Sharma, Robin Uthappa, Piyush Chawla and Dilip Vengsarkar for the campaign. As part of the promotion, 16 winners will get an opportunity to bowl the first ball before every ICC World Twenty20 match in England which will be telecast on ESPN.

Furthermore, PepsiCo has introduced ‘First ball ka captain’ TVC which is scheduled to go on air on 3 April. Additionally, Pepsi will support the consumer initiative through multi-city road shows, Out-of-Home (OOH) media, radio, digital, mobile, on-ground activities and point of sale merchandise.