Top Story

e4m_logo.png

Home >> Marketing >> Article

Pepsi gets Candid for its ‘First Ball Ka Captain’

30-May-2009
Font Size   16
Share
Pepsi gets Candid for its ‘First Ball Ka Captain’

Imagine getting a chance to bowl a ball to cricket legends. Pepsi’s BTL initiative, ‘First Ball Ka Captain’, sought to tap into the cricket craze and gain momentum prior to the ICC T20 World Cup 2009. The BTL activity was carried out by Candid Marketing in Noida, Gurgaon and Jaipur. The activation date commenced from April 24, 2009.

Recounting the BTL activity, Nidhi Kirplani, GM, Corporate Communication, Candid Marketing, said, “The brief given to us by Pepsi was to create buzz and excitement around the Pepsi ‘First Ball Ka Captain’ contest and encourage participation and interaction with the TG at an on-ground level.”

She added, “A TVC was launched around the contest wherein it was stated that by exchanging eight glass bottle crowns or four PET bottle labels, one was entitled to get a scratch card, redeemable at any of the centres. These scratch cards could win consumers branded merchandise like key chains, sipper bottles, autographed bats, etc. The big win was 16 lucky winners (selected by means of a lucky draw) getting a chance to bowl a ball to one of the batting legends like Jonty Rhodes, Dilip Vengsarkar, etc. The bowling chance would be given just before the start of a match of the ICC T20 World Cup 2009.”

“The main aim of the activation was to communicate the contests details/mechanics to the consumers via interesting engagement activities, thereby highlighting the chance to go to England and bowl a ball to one of the legends,” Kirplani further said.

The target audience included all Pepsi consumers across age groups, male and female. For this activity, Candid Marketing adopted a three-pronged approach and divided it into three phases – Phase I involved flash mobs; Phase II involved engagement at high footfall areas; and Phase III involved canter activity at hot spots.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking