Pepsi launches ‘First Ball ka Captain’ campaign

Pepsi is all set to ignite the cricketing fever at ICC T-20 World Cup 2009 with its first of a kind cricketing initiative ‘First Ball ka Captain’ (FBkC).

Punita Lal, Executive Director – Marketing, PepsiCo India said “PepsiCo is proud to be the global partner of the International Cricket Council and we are happy to help in building up this global event in our typical Pepsi way. ‘Pepsi First Ball ka Captain’ is an innovative idea which we are introducing to spice up this year’s tournament to add even more excitement to the matches and give our cricket crazy consumers the cricket experience of a lifetime.”

Taking a rich cricketing history forward, this latest initiative from Pepsi aims to empower 16 cricket fans by giving them a lifetime opportunity to bowl the first ball against a legendary batsman in every T-20 World Cup match in England. The legendary batsmen include cricketing greats from all over the world and India, such as Jonty Rhodes & Dilip Vengsarkar. The winners will be seen bowling live on ESPN to millions of viewers.

Sandeep Singh Arora, Executive Vice President – Marketing, Cola, PepsiCo India said, “We want to give the Pepsi consumers a “money can’t buy experience”, an opportunity to fulfill their dreams. Centre-staging fans as the true stars of the campaign we aim to empower them and strengthen their connect with cricket through ‘First Ball ka Captain’. With FBkC Youngistaani’s will be the ones getting ‘fame & glory’ in their favourite game.”

To participate in ‘First Ball ka Captain’, consumers need to either collect 8 specially printed “BLUE” coloured crowns of Pepsi glass bottles or 4 special World Cup 500ml / 600ml PET pack labels. They can exchange these for a scratch card, at their nearest redemption centre. Location of the nearest redemption centre or information on the promo can be received by simply dialing any of the Call Centre numbers 18002095888 & 02261555888. Through the scratch, every consumer is guaranteed to win a My Can, and can also win Cool Pepsi branded merchandise such as sippers and USBs. 40 Lucky Consumers get an all-expense paid trip to England to watch one of the Super 8 matches, while 16 consumers will get the once-in-a-lifetime chance of being the ‘FIRST BALL ka CAPTAIN’. The national consumer promotion is valid till 15th May 2009.

The ‘First Ball ka Captain’ is a high decibel consumer initiative supported by 360 degree approach for building awareness through multi-city road shows, comprehensive 3D activation leveraging high visibility Out-of –Home(OOH) media, TV, radio, digital, mobile, on-ground activities and Point of Sale merchandise.

With Cricket as one of the Pepsi’s key communication pillars, Pepsi has always been at the forefront of creating extraordinary and path breaking experiences for cricket fans across the country. Pepsi’s memorable campaigns and initiatives of the past like the Blue Billion and ‘Toss Ka Boss’ campaign, have given a voice and identity to the Indian cricket fans, while exciting variants like Pepsi Gold and Pepsi Blue have been a tribute to the ‘Men in Blue’ and their ‘never-say-die spirit’. With First Ball ka Captain, Pepsi is confident of capturing the imagination of Cricket Crazy India all over again.

The new film is another entertaining, classic Pepsi film that celebrates the Youngistaani. It is about his trip from India to England; from the dressing room to the bowling crease; from being a fan to being the ‘captain’. Just by doing something that he loves best – drinking his favourite Pepsi!

‘First Ball ka Captain’ is a one of kind promotion that puts him in the same league as the Sehwag’s and Dhoni’s of the world. The idea is delivered as a simple story in which the Youngistaan fan gets the praise, authentic mom-made halwas, and someone’s lucky bandana, chooses his team – and of course, captain the first ball of the match.

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