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Pepsi, Hero Honda further ‘musical connect’ with youth through ‘Campus Rock Idols’

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Pepsi, Hero Honda further ‘musical connect’ with youth through ‘Campus Rock Idols’

What is claimed to be India's largest inter-college rock music competition, is all set for its second edition – Tour of 2005. The annual ‘Campus Rock Idols’, for amateur bands at the campus level, has Hero Honda and Pepsi communicating their brands through the property. DNA Networks is handling the event.

Vipul Prakash, Executive Vice President - Marketing, Pepsi Foods, said, "Music is a key cornerstone of Pepsi's strategy of engaging with youth. Youth today are a confident, self-actualized lot who not only dream big, but also have a clear roadmap to realize their dreams. We believe Pepsi's role, as youth soul mate, is to fuel this thirst to dream big and empower them to realize their dreams.”

He added that the competition provided “unprecedented exposure and a truly powerful platform” for aspiring campus talent to showcase their potential.

Campus Rock Idols will be held across 12 cities over a two-month period, commencing November 12, and culminating on December 16 in Goa. The competition has been scaled up this year with Finnish rock band ‘The Rasmus’ being part of the event.

In a statement from Hero Honda, the company said that its brands Glamour, Achiever, and Karizma reflected youth aspirations, and that the event would strengthen the company’s relationship with the youth.

The regional finals will be held in November-December 2005 at Chandigarh, Bangalore, Kolkata and Pune, with the first two winning bands from each of the regional events. Band members of The Rasmus will be on the jury to judge two regional finals for the contest (West and South), besides performing in Mumbai and Bangalore on December 2 and 4 respectively. Band PRESTORIKA, winners of Campus Rock Idols 2004, will perform alongside The Rasmus.

"We are trying to ensure that they have a good time, a recollection which they can carry for the rest of their lives and a chance to perform with an international rock group," said Venkat Vardhan, Managing Director, DNA Networks.

This year's winners will get a debut opportunity to perform alongside an international artiste promoted by DNA Networks. The runner-up will get cash prizes and other opportunities to showcase their talent, said an official release.

Whoever wins, Hero Honda and Pepsi will get to connect with the youth with ‘Campus Rock Idols’.


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