Soft drink major PepsiCo has announced the launch of a marketing initiative ‘Nimbooz Highway Gadi’, in Punjab, Haryana and Himachal, offering consumers to buy scratch cards and win a trip to South Africa. Nimbooz has also become the official beverage sponsor of the IPL franchisee team Kings XI Punjab.
The IPL tournament will be held in South Africa from 18 April.
While speaking about the development Punita Lal, Executive Director Marketing, Pepsico India, said, “We are thrilled to announce the association of Nimbooz with the Kings XI in IPL’ 09. Nimbooz is proud to associate itself with such a dynamic team and we hope this association gives all its fans many refreshing moments to cheer about.”
Through this partnership, Nimbooz has gained the exclusive pouring rights at home matches besides being the official beverage for the Kings XI, the company said.
It has also got the branding rights on the players’ uniform with the logo at the back. “Nimbooz branding will be displayed on the uniforms of the Bhangra cheerleaders as well as in that of the ball boys,” she said.
Source: Bombay Adclub