Pepsi plans to 'change the game' of cricket

Ahead of the ICC Cricket World Cup, PepsiCo India has launched a high decibel and path-breaking campaign called 'Change the Game'.  “Change the Game is a big idea in the context of cricket. With this campaign, we will inspire the youth to ‘change the game’, be innovative, take risks and do things differently even if it has not been done before. We are the official sponsors of the ICC World Cup, but with this campaign we also want to be the official sponsors of everything that is unorthodox, exciting, innovative about cricket,” said, Sandeep Singh Arora, executive vice-president, marketing, cola, PepsiCo India.

Calling ICC Cricket World Cup the single biggest event that unifies millions of passionate 'youngistaanis', Deepika Warrier, marketing director, PepsiCo Beverages, India, said, “Our 'Change the Game' campaign celebrates the same passion and the newage mantra of cricket, which is irreverent, unorthodox, fun, challenging and unmistakably Pepsi.”

He further said, “We are confident that the unique campaign will appeal to the youth and inspire them to be the game changers in their own lives.”  Agnello Dias, creative director, Taproot India, said, “Pepsi has always been the fearless voice of uninhibited youth. A belief that needed to be interpreted even as the official partner of the event. Only Pepsi could turn this official status on its head by standing up for the brave new, unorthodox face of the modern game. The unplugged, organic face of contemporary cricket that is a reflective of everything that the youth of today live by. That it's not the textbook that matters but the result at the end of the day. Because the game can always change.”

The campaign is being launched across various mediums and channels to ensure complete 3D activation across all verticals. It will be supported by a 360-degree approach including thematic ATL and outdoor, consumer engagement programmes, special edition packaging, in-stadia amplification and digital engagement programmes.

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Shweta Pandey

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