Pepsi is all game to Change the Game of football by March 2012 .The brand has now announced the launch of its first ever football themed campaign in India.
It kick-started the whole thing with an irreverent and fun ad film featuring Ranbir Kapoor that set the tone for the real action.
Pepsi will now take the game forward with a mega football league format with an exciting twist Pepsi T20 Football.
Pepsi T20 Football is a revolutionary new format for amateurs, which combines the excitement and fun of T20 style of playing with the speed, thrill and spirit of football. Winners of this nationwide tournament will get a chance to play football, but the “Pepsi T20 way”, against the Indian cricket stars.
If that is not enough, the Game Changers will also get a once in a lifetime opportunity of being coached by an international football star.
Homi Battiwalla, Category Director - Colas, Hydration & Mango Based Beverages, PepsiCo India mentioned that Pepsi T20 Football tournament will take forward the philosophy of ‘Change the Game’ by taking football outside the conventional domain and giving it a refreshing twist. It is a unique grassroots initiative mounted at a never before scale in India that aims to take the excitement around the sport to the next level. With the involvement of Indian cricketers, Bollywood and an international football star; the campaign promises to excite and engage not only the existing passionate football fans but the entire nation.
To be a part of the Pepsi T20 Football campaign, amateur footballers between the age of 14 & 30 years can register in 7-member teams at designated venues.
Speaking about the tournament, Ranbir Kapoor said, “Being a football enthusiast, I am glad that Pepsi is taking this initiative to popularize the sport amongst the youth of our country. I am proud to be associated with it and confident that the ‘Youngistaan’ will enjoy the new Pepsi T20 Football format”.
Open to all Indians, on ground registrations and matches will be organized across major Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi. The registration process begins with Chennai on 14th March and tournament will continue till June. 64 teams from each city will compete in knock-out style 20-minute matches and the top 32 will compete in the respective city finales. The city finale will be organized in a unique metallic cage at a public venue with lots of music, fun and Pepsi.
A total of 8 teams, including 1 winning team from each city and 1 wild card entry will compete to emerge as ‘Game Changers’. They will then get the opportunity to be coached by an international football star before they face the Cricket Stars at the Grand Finale.
The tournament will be supported by a 360-degree approach including on-air, outdoor & on-ground initiatives; special edition packaging and digital engagement programmes. Pepsi has partnered with ESPN Star Sports, who will produce and showcase the tournament in a special 8-episode series, starting April 2012.
By Indian Sports News
