The game changers

Coca-Cola is set to hit its campaign 'Sprite gully Cricket' targeting youngsters in nearly 100 towns and cities across India
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Coca-Cola is set to hit its campaign 'Sprite gully Cricket' targeting youngsters in nearly 100 towns and cities across India

PepsiCo can thank heavens for its partnership with the ICC in the ongoing cricket World Cup, but rival Coca-Cola is ensuring that it is not left out of the cricket fever by sponsoring gully cricket at the grassroots.

 

While Pepsico has launched high decibel campaigns like the 'Change the Game 11' in partnership with MTV and making cricketers, including MS Dhoni, Virender Sehwag and Harbhajan Singh, wear body paints for it, Coke is quietly driving down the bylanes of India to promote local cricket contests.

 

Coca-Cola is set to hit its campaign 'Sprite gully Cricket' targeting youngsters in nearly 100 towns and cities across India when the World Cup fever peaks. The campaign is likely to be launched around the beginning of March and will continue till mid April leading into the IPL, where Coca-Cola India is expected to be a major partner with some prominent IPL teams.

 

Coca-Cola , as part of the initiative, plans to distribute more than 5,000 cricket balls to cricket fans in these cities. It is also looking to leverage on social media and other online mediums to connect with cricket fans. Kolkata, Mumbai, Ahmedabad, Bangalore, Varanasi, Ranchi, and Patna are the next target of Coca Cola. Besides, the campaign will have a special focus on cities where World Cup matches are to be staged.

 

PepsiCo on the other hand has already kicked off TV commercials for its snacks brand 'Lays' featuring actor Saif Ali Khan and Dhoni.

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