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Mumbai Feb 27 Building on its Blue Billion property created last year, Pepsico India is betting on the World Cup this summer to build further equity for its brand on the back of cricket.

Ms Punita Lal, Executive Director (Marketing), told newspersons: "We are taking on the Blue Billion property to enhance the cricket experience for fans."

From upgrading the existing Blue Billion Web site to bringing out special gear and games based on the property, Pepsico has been roping in other youth-centric brands to associate with itself.

For instance, for the special edition Blue Billion gear it has tied up with Adidas, while Microsoft has been roped in to bring out special editions of the Blue Billion-branded X-Box games during the World Cup.

The cola major has also unveiled a special edition variant called Pepsi Gold to commemorate World Cup 2007.

Priced at Rs 25 for 250 ml, the gold-coloured bottle is targeted at cricket fans who want India to go for the gold at the World Cup. Pepsico's agency, JWT, has already created a special campaign for the World Cup.

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