The Hindu Business Line : Pepsi rolls out new campaign

PEPSI India today launched a consumer initiative called "Toss Ka Boss," to highlight its association with cricket, particularly the ICC Champions Trophy in England this September.

"Brand Pepsi enjoys dominant salience with cricket in the country thanks to its decade-long, innovative association with the game. We are looking forward to another huge opportunity to engage with our consumers during the ICC Champions Trophy, England. Our return on investment in the game is unprecedented because we have been able to combine the huge media opportunities of the game in terms of viewership as well as engage the consumer through unique promotions.

"Pepsi's "Toss Ka Boss" adds scale to cricketing excitement and provides Pepsi fans an opportunity to be at the centre of an international cricketing event," PepsiCo India Holdings' Chairman, Mr Rajeev Bakshi, said in a statement here.

As part of the consumer promotion, 15 top winners of the "Toss Ka Boss" consumer initiative get to accompany team captains to the pitch for the Toss during the matches. Another 50 winners get an all-expense paid trip to watch a Champions Trophy match and one million others can collect miniature "collector's item" cricket bats signed by players of eight countries.

In order to be able to participate, consumers will have to collect Pepsi PET labels. Every label is worth a few runs, for example, a two-litre label is worth 50 runs. Anyone who collects 100 runs can redeem the label for any one of the eight team autographed miniature cricket bats. On the reverse of every bat is a scratch card carrying any of these - "Toss Ka Boss," "Visit England" or "Collected all 8 countries bats?" All the super lucky winners who get "Toss Ka Boss" under the scratch card get to travel to England with a companion and be the team captains' lucky mascot during the Toss of a match. All those who get "Visit England" travel to England on an all-expenses-paid trip to see a match.

The "Toss Ka Boss" consumer initiative is being supported by an innovative, high visibility multi-media communications package including TV campaigns, radio spots, on ground activities and Point of Sale merchandise. A special "Toss Ka Boss" School Contact Programme will take the excitement to 425 schools across 14 cities including Delhi, Chandigarh, Ludhiana, Amritsar, Jalandar, Agra, Jaipur, Dehradun, Lucknow, Kanpur, Mumbai and Pune. As part of the programme six-overs-a-side cricket matches will be played between different teams in each school and the winners will get attractive prizes.

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