Pepsi set to reach out to consumers with mega "toss ka boss" initiative for icc champions trophy, 2004

Hyderabad: As one of the main global partners of the ICC Champions Trophy, England, Pepsi has launched its latest consumer initiative, titled 'Toss ka Boss', that will continue up to the championships in September.

Says Rajeev Bakshi, chairman, PepsiCo India Holdings, "Brand Pepsi enjoys dominant salience with cricket in the country thanks to its decade-long, innovative association with the game. We are looking forward to another huge opportunity to engage with our consumers during the ICC Champions Trophy, England. Our return on investment in the game is unprecedented because we have been able to combine the huge media opportunities of the game in terms of viewership as well as engage the consumer through unique promotions. Pepsi's 'Toss ka Boss' adds scale to cricketing excitement and provides Pepsi fans an opportunity to be at the centre of an international cricketing event."

The top 15 winners will accompany team captains to the pitch for the toss during the matches. Another 50 winners will get an all expense paid trip to watch a Champions Trophy match and one million others can collect miniature cricket bats signed by players of eight countries.

Participation is simple, all consumers have to do is collect Pepsi PET labels. Every label is worth a few runs e.g. a 2-litre label is worth 50 runs. Anyone who collects 100 runs can redeem the label for any one of the eight-team autographed miniature cricket bats. On the reverse of every bat is a scratch card carrying any of these — 'Toss ka Boss', 'Visit England' or 'Collected all 8 countries bats'.

The initiative is being supported by a high visibility multi-media communications package including TV campaigns, radio spots, on ground activities and point of sale merchandise. A special 'Toss Ka Boss' school contact programme will take the excitement to 425 schools across 14 cities including Delhi, Chandigarh, Ludhiana, Amritsar, Jalandar, Agra, Jaipur, Dehradun, Lucknow, Kanpur, Mumbai and Pune.