RELATED ARTICLES |
As it looks to further cash in on the cricket fever, PepsiCo that was one of the official sponsors of the ICC cricket World Cup, said it has also signed a deal with Set Max as the associate broadcast sponsor of IPL 2011.
"IPL in summer offers us a great opportunity to carry forward to positive momentum built during the Cricket World Cup," PepsiCo India Executive Marketing Director (Beverages) Deepika Warrier told PTI.
PepsiCo will be the 'Official Pouring Partner' for Chennai Super Kings, Royal Challengers, Kochi Tuskers, Pune Warriors and Rajathan Royals, the company said.
The company's beverage portfolio will be available to these five IPL teams and for in-stadia sales in their respective home grounds.
"We will be rolling out some exciting campaigns and consumer activations across our major brands," Warrier added.
Commenting on the company's deal with Set Max, she said PepsiCo's carbonated soft drink 'Mountain Dew' will be the associate broadcast sponsor which will guarantee dedicated air time to the brand during matches.
For Mountain Dew the company has already launched a new high voltage campaign featuring Salman Khan. For brand Pepsi the firm will roll out a brand new campaign for the IPL.
Similarly for 7UP, which is a partner of Chennai Super Kings, is running IPL activation in Tamil Nadu. A special edition 7UP slim-can featuring Mahendra Singh Dhoni, Suresh Raina and Murali Vijay has been introduced in Tamil Nadu.
Rival Coca Cola that has been associated with Delhi Daredevils and Kolkata Knight Riders in the previous seasons, has also become the sponsor of Mumbai Indians, Deccan Chargers and Kings XI Punjab.
Coca Cola has replaced PepsiCo as sponsors of Mumbai Indians and Kings XI Punjab in the fourth season of IPL.
 Limited.JPG)
Post new comment