Top Story


Home >> Marketing >> Article

Pepsi gets Candid for its ‘First Ball Ka Captain’

Font Size   16
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.


Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.