The Hindu Business Line : Corporates catch World Cup fever

Promos galore
KFC launches `Yeh contest hai fixed', where customers get to play a lucky draw with winners being treated to a 10-day fully-paid trip to the West Indies coupled with exclusive tickets of the important Indian matches.
Pepsi launches new drink, Pepsi Gold, alongside its ongoing Blue Billion campaign.
Gillette launches special edition Vector Plus Winner Razor autographed by Irfan Pathan and also a cricket tournament `Gully Gully Mein Cricket ka Jashn'.

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New Delhi March 4 It's party time yet again, and not only for lovers of cricket, but also for companies which are trying to pull in the crowds with attractive offers to boost sales during the forthcoming ICC Cricket World Cup 2007.

KFC, owned by Yum! Restaurants International, for one has launched the `Yeh contest hai fixed', wherein each customer is assured a free dessert on buying its hot and crispy chicken along with a Pepsi. Besides, the customers get to participate in a lucky draw, where winners would be treated to a 10-day fully-paid trip to the West Indies coupled with exclusive tickets of the important Indian matches.

"The World Cup fever has gripped the nation and all of us would love to be there to see the action. So our promo offers customers a chance to be in the West Indies and cheer our `Men in Blue'," said Mr Arvind Mediratta, Chief Marketing Officer, Yum! Restaurants International (YRI). The company is also making use of below the line techniques to market the offer. YRI expects to see a boost of around 20 per cent in sales from its KFC brand of restaurants by the end of the offer on March 7.

Pepsi, meanwhile, has launched a new drink, Pepsi Gold, alongside its ongoing Blue Billion campaign. "Brand Pepsi has a rich history of bringing value to the Indian cricket fan. Last year, we gave a voice and identity to the Indian cricket fan through the Blue Billion campaign. Recognising the yearning that every cricket fan feels for bringing home the World Cup, we have introduced a gold coloured cola — Pepsi Gold. The drink is our tribute to the gold coloured World Cup trophy and to the spirit of winning and going for gold. It is also our tribute to the never-say-die spirit of the Indian cricket fan," said Ms Punita Lal, Executive Director, Marketing, PepsiCo India.

The slew of marketing initiatives range from point-of-sale activity that showcases the Pepsi Gold bottle morphing into the World Cup trophy to miniature replicas of the World Cup trophy to be given away on purchase of the Pepsi Gold 600ml PET pack. A new commercial, created by ad agency JWT, will also go on air from March 7 onwards.

Gillette too has joined the bandwagon, with its special edition Vector Plus Winner Razor autographed by pace bowler Irfan Pathan.

The company has also unleashed its Gully Gully Mein Cricket ka Jashn, an exclusive cricket tournament for the masses, to be played over three weeks in six cities across India, in association with Radio Mirchi.

"Gillette understands what drives Indian men and cricket is definitely one of the biggest passions, especially this season," said Mr Summet Narang, Marketing Manager, Gillette.

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