The Hindu Business Line : PepsiCo set for new cricket campaign

New Delhi April 4 PepsiCo India, which had made its `Blue Billion' campaign synonymous with Indian cricket over the past months, is all set to change track with a brand new campaign, after the exit of the Men in Blue from the ongoing ICC World Cup series.

"The Indian cricket team's exit from the series no doubt has been a set back for us. But we always have a plan B ready. In fact, we have already started work on a new campaign for the series that should be on air very soon," said Mr Sanjeev Chadha, Chief Executive Officer, PepsiCo India. He, however, declined to give further details on the upcoming campaign.

A PepsiCo official said, "With an event of this scale, one always has to be ready with a back up plan, since one never knows the result." The company plans to tone down its Blue Billion campaign that featured around the Men in Blue.

Meanwhile, Mr Rohit Ohri, Managing Partner of the ad agency, JWT, who make ads for PepsiCo, said, "We are developing the campaign right now. It will be surrounding the theme of cricket." Mr Ohri, however, declined to set a particular date for the campaign's launch.

Industry sources believe that the upcoming campaign, though surrounding the theme of cricket, could feature its celebrity endorsers from Bollywood — Shah Rukh, Kareena and Priyanka.

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