Pepsi launches its first ever campaign with Indian cricket captain ‘Saurav Comes To Your Home’. The campaign would be Saurav’s first for Pepsi. The ace cricketer was hitherto Coke’s endorser. Pepsi’s new region-specific campaign will be communicated through a TVC in Bengali and also in the print media, and will be supported on ground by outdoor signages.
As per the campaign, which will run till the first week of February 2001, consumers have to participate in a contest and write a slogan on why they want to share their Pepsi with Saurav through a response coupon. The response coupon has to be attached with a 1.5 litre Pepsi PET bottle label. Though Pepsi is using Saurav for a region-specific campaign, it is likely to take the campaign further to other cities.