Indiantelevision.com Team

(28 February 2009 10:30 pm)

MUMBAI: Playing high on the 'super' IPL note, PepsiCo India's 7UP brand has been crowned with the official hydration partner title for the India Cement-owned Chennai Super Kings this season.

The partnership deal will allow PepsiCo to activate, advertise, merchandise and co-brand its 7UP lime drink through CSK association.

Says PepsiCo India executive director Marketing Punita Lal, “Taking forward 7UP's leadership in Tamil Nadu, it was a natural choice for the brand to associate itself with one of the leading teams of the Indian Premier League.”

Under the agreement, PepsiCo will also launch a promotional campaign allowing CSK fans to play with the team and serve as drink-helpers during matches.

“7UP has a deep connect with Chennai, being the most preferred drink of the region and a distinctive market leader in the beverage segment. This local connection further strengthens the brand,” adds India Cements marketing head Rakesh Singh.