Cricket is clearly not the flavour of the season for sport fans despite the fact that India is a cricket-crazy nation. With dismal performances and surprising comebacks, the unpredictable Indian team has both their game and big-ticket campaigns and sponsorships at stake.
First, Sahara sent shockwaves with a temporary pullout of IPL and now taking cue, one of the biggest sponsors, PepsiCo, has ditched cricket for football with its first-ever football campaign in the country.
Pepsi's campaign "Change The Game" will now feature actor Ranbir Kapoor playing football rather than the usual suspects with the bat. The fact that Pepsi has selected to launch the second edition of the campaign featuring football rather than cricket only shows the immense popularity that football has garnered among the youth.
It also reflects the declining hold of cricket on youngistaan . The campaign will kick-start with a football-themed ad film that features the actor, also an avid footballer, and will be followed by a series of initiatives. The film brings alive the fun associated with football in true Pepsi style.
Deepika Warrier, executive director (marketing), PepsiCo Beverages, India, said, "Pepsi has always taken the lead in celebrating newer and emerging youth platforms - from cricket to movies to music. The brand has successfully created memorable campaigns and experiences for youngistaan. Football is gaining immense popularity in India and being a youth soulmate, Pepsi is proud to be associated with the sport. With an exciting line-up of cricketing events, including IPL, ICC World Twenty20 and a host of thrilling football initiatives, Pepsi promises an action-filled, fun year."
Speaking about the campaign, Kapoor said, "Football is life for me and if I was not an actor, I would have loved to be a footballer. Football gives lessons on team work, determination and discipline besides being such an exciting sport. I am thrilled that Pepsi is bringing the joy of football to India and am delighted to be a part of this campaign."
Courtesy: Mail Today