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Our Bureau

`BLUE BILLION' CAMPAIGN

New Delhi , Sept. 23

On one hand there is Sourav Ganguly, the ex-captain of the Indian cricket team saying, "Hi, I'm Sourav Ganguly. I hope you have not forgotten me." On the other, there is Shah Rukh Khan aka King Khan, the quintessential `King' of Bollywood saying, "People are right when they say, Shah Rukh will do anything for the public, be it endorsing or jumping around."

Both, in extremely candid conversation with the audience, talk about the most controversial claims circling their lives, through the most public of domains, the television.

Wondering what it is all about? Well, all this is a part of a series of six television advertisements that PepsiCo India is unleashing, leading to the ICC Champions Trophy beginning October 2006.

Music Video

The campaign, the `Blue Billion', which has a catch line, `Oooh Aaah India, Aaah Yaaa India', that resonates through all the campaigns, is being unveiled in stages that will continue right through the ICC Champions Trophy to the 2007 Cricket World Cup.

The campaign will also have a music video featuring the recent stars of the Hindi film industry. The wrappers around Pepsi bottles will have gifts entitled to the consumers printed on it, ranging from `Blue Billion' tattoos to other assorted goods.

"The highlight of the campaign though, is that 300 free season tickets to be given out to 300 people through the bottle wrappers. The winners will be taken on a special `Blue Billion Express' train to the three venues in India where the ICC Champions Trophy matches will be played. Accompanying them in the train will be film stars Shah Rukh Khan, John Abraham and Bipasha Basu," said Mr Vipul Shah, Executive Vice-President, Marketing, PepsiCo India.

Yahoo Tie-up

The company has also tied up with Yahoo India to come up with a cricket-based Web site, www.bluebillion.co.in, to keep pace with the television and print based campaigns. The Web site will have a chat forum where fans will be able to interact with each other and express their views.

It will also have videos of the Indian cricket team members sharing their hobbies with their fans. Gifts and accessories will also be given out through the Web site.

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