MUMBAI: Indian cricketers will face-off with international football stars in Pepsi’s new campaign film as it takes the Twenty20 Football theme forward as part of its ‘Change the Game’ campaign.
Pepsi ‘s campaign will feature Indian cricketing heroes Mahendra Singh Dhoni, Virat Kohli, Suresh Raina and Harbhajan Singh; along with the biggest global football stars, Didier Drogba, Frank Lampard and Fernando Torres.
In the campaign film, cricketers throw a challenge at footballers to a game of cricket to win Pepsi, while the footballers show them how to play cricket - football style. The film captures the essence of ‘Change the Game’ with a foot tapping soundtrack, ‘Mauke Pe Chauka’.
PepsiCo India Category Director - Colas, Hydration & Mango Based Beverages Homi Battiwalla said, "We celebrated the unorthodox face of cricket last year and gave the T20 twist to football this year; now we are bringing together both these sports on one common platform. Featuring the biggest names from the world of cricket and football, the campaign reflects our commitment to both the sports in our signature, ‘Change the Game’ way."
The campaign is supported by a 360-degree approach including on-air, outdoor & on-ground initiatives; special edition packaging featuring and digital engagement programmes. The cola major is one of the broadcast sponsors of Max for the on-going IPL season.
“With this latest Pepsi campaign, we are bringing the cricketers and footballers together for the very first time in the history of Indian advertising. It is a truly clutter breaking campaign, mounted on a mega scale. The idea is simple with the ‘Change the Game’ thought at its core," added JWT India ECD Surjo Dutt.
Pepsi recently launched its first football campaign in the country featuring actor Ranbir Kapoor, which was followed by a grassroots initiative, Pepsi T20 Football that takes football outside the conventional domain.
Organised in a unique metallic cage, the initiative is being organised in major Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi, with phenomenal response. A total of 8-teams, including one winning team from each city and one wild card entry will compete to emerge as ‘Game Changers’.
They will then get the opportunity to be coached by an international football star before they face the Indian cricket stars for a game of Pepsi T20 Football at the Grand Finale.
