Pepsi goes unorthodox with World Cup campaign
15 Jan 2011
Pepsi, the official global partner of the ICC World Cup 2011, has decided to go unorthodox with its campaign for the upcoming World Cup.
Based on the theme, 'Change the Game', the campaign will showcase how the cricketing shot manual has been re-written by players with new improvised shots.
A series of five television commercials will showcase the cricketers, Virender Sehwag, Mahendra Singh Dhoni, Kevin Pietersen, T Dilshan and Harbhajan Singh, and their trademark shots, the upper cut, helicopter shot, switch hit, dilscoop and doosra respectively.
''Along with being the official partners for the ICC World Cup, we wanted to also be called the official sponsor of everything that is unorthodox about the sport,'' said Sandeep Singh Arora, executive vice president, marketing, Cola, PepsiCo India.
The campaign, designed by Taproot India, Pepsi's creative agency for the World Cup, breaks on 15 January, 2011 and will continue in phases till the first week of April.
With the idea, 'Change the game', we wanted the youth to challenge conventions just like the cricketers featured in this campaign have used unorthodox and unconventional methods while playing the game, added Arora.