MUMBAI: As the mega event of Cricket, ICC Cricket World Cup 2011 is arriving; all the sponsors of the event are ready with their brand ambassadors for campaigning. As a part of ICC Cricket World Cup 2011 campaign by soft drink manufacturer Pepsi, India captain Mahendra Singh Dhoni and Opener Virender Sehwag will wear body paints.
As per the media release, the campaign for the mega event will launch very soon and India’s off-spinner Harbhajan Singh, batsmen Suresh Raina and Virat Kohli would also be a part of it. The first of the television commercials featuring Indian cricket players would be launched on January 15, followed by others.
As a part of the ”Change the Game” campaign by Pepsi, five of the cricketers will be seen sporting body paints. As per the release, the body paint campaign is an attempt to bring alive the passion that these cricketers have for their game.
Pepsi Campaign
“Cricket is more than just a game in India, it is like a faith and its followers include millions of passionate Youngistaanis. With our innovative Cricket World Cup campaign we wanted to reflect the same fervor and energy that the fans and the players have. And what can be more passionate than wearing it on your body,” Sandeep Singh Arora, Pepsico India’s Executive vice-president (Marketing), said.
The Indian Leading players have taken their shirts off for the campaign and wear their passion in the form of paints. The new body painted look is youthful, fresh and symbolic of the individual player’s passion for the game.
The company plans to launch the campaign across various mediums and channels, including print, radio and through consumer engagement programs.
For the World Cup 2011, which is commencing on February 19 and will conclude on April 2, Pepsi is one of the global sponsors for the World Cup 2011. India, Srilanka and Bangladesh are co-hosting the mega event.
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