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Pepsi looks at cashing in on the ICC Champions Trophy fever

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MUMBAI: After IPL6, Pepsi has launched its all new social media campaign ‘Road to champions‘ for cricket fans remembering the defining moments in cricket history.

Through this campaign, fans will get an opportunity to take participation in application based in Twitter, Facebook and Instagram. Users can create graphics to earn higher points and tweet their favorite movement ‘Oh yes Abhi!‘ which will help them to move ahead on the virtual road to ICC champion‘s trophy.

Inaugurating the campaign is a Pepsi tweet up led by Harsha bhogle. The tweets need to be addressed with #Road2Champions to qualify in the contest. The contest is divided into four phases. For the first four days and at the end of each day the winner will be announced. On Day six, top 20 players from the leader board will be declared, the users have to gain support from their friends and followers for points. On Day seven, Harsha Bhogle will tweet the winner‘s name.

At the end of the contest, the top scorer will get a chance to win a ticket to London and toss the coin at the Finals of the ICC Champions Trophy.

Speaking on the launch, PepsiCo India senior director marketing (Colas, Juices & Hydration) Homi Battiwalla said, "With the launch of the Pepsi ‘Road To Champions‘ we are taking our journey of fan engagement on digital platforms to the next level. We aim to create meaningful conversations around the sport with this activity, by engaging our fans with an opportunity to share their memorable moments on cricket. Pepsi as a brand strongly identifies with cricket in India and this year‘s Pepsi IPL activation cemented that association. The "Pepsi Tweet 20" and the ‘The Great Indian Catch‘ were immensely popular campaigns that made Pepsi the most talked about brand online during the tournament. Keeping our success trajectory as a benchmark, we are hoping to multiply our engagement with consumers online with this campaign."

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