Mumbai: As the final countdown for the much-awaited World Cup 2003 begins, Pepsi is set to unleash one of its major TV ads for the cricketing event. Come Saturday, viewers across channels are going to be treated to Pepsi's 'World Cup Ke Shikari' TV spot, featuring seven Indian cricketers.
Conceptualised by Pepsi's ad agency JWT, and directed by well-known ad man Prahlad Kakkar, the 50-second ad features Indian cricket captain Sourav Ganguly, Rahul Dravid, Zaheer Khan, Yuvraj Singh, V V S Laxman, Mohammad Kaif and Harbhajan Singh. The ad, which has been shot on location in Mumbai and South Africa, also features a lion, called Jock.
The ad has been shot in a South African setting, where the players are shown practising cricket. However, when the players decide to have a Pepsi break, to their utter horror, they discover a lion lying next to their Pepsi. The ad tells a hilarious story about how the players retrieve their Pepsi from the lion.
In a one of its kind opportunity, Pepsi has already rolled out the 'Pepsi Badaa Shikari Hunt' contest. This unique contest, which is initiated in association with SET Max, Nickelodeon and MTV, is set to give six young cricket fans, a once in a lifetime opportunity to lead the Indian Cricket Team onto the ground during the Cricket World Cup 2003.
Consumers are only required to write a letter to the Indian Captain (''Dear Sourav…,'') telling him why 'you' should be leading the team. Six of the best entries, along with a parent or friend, will travel to South Africa on an all-expense-paid trip, to lead the team on to the grounds (one winner per match). There are also loads of autographed goodies, including sling bags, team shirts and stumps with posters to be won.
Says Vibha Rishi, executive director (marketing) Pepsi Foods: ''It is that time of the year which a billion Indian cricket fans have been waiting for. In its own special way, Pepsi is set to add a lot of fun to the entire experience of World Cup cricket. Our high-voltage ad campaigns and exciting consumer promotions will continue right through the World Cup.''
Consumers will have other opportunities to win tickets to the World Cup as well as other exciting prizes, including cool Pepsi Shikari gear through a number of other promotions. Pepsi is set to launch the 'Sher Ke Mooh Mein Haath Dalo' promo. Yet another consumer campaign, the 'Pepsi Piyega Toh Shikari Ban Jayega' promotion, will also offer similar exciting merchandise to consumers.
Pepsi has also put up spectacular outdoor and attractive shop signages and merchandising based on the World Cup theme across 2500 outlets nationally, aimed at encouraging consumer participation in the promotions and contests. Specially-designed Pepsi World Cup trucks are also roaming the streets in cities and towns, thus further adding to the excitement.