Pepsi and IndiGo’s unique football surprise for air travellers

01 Jun,2012

By A Correspondent


As part of their ongoing football campaign, Pepsi partnered with IndiGo to Change the Game when they surprised hundreds of IndiGo passengers with a Pepsi Change the Game Football Kit across six airports in the country.


Over 1,500 passengers who travelled by IndiGo during a certain time on a day received an extra football bag along with their checked-in baggage. This activity was organized at the Bangalore, Mumbai, Hyderabad, Kolkata, Goa and Bhubaneswar airports. Passengers across the airports were delighted with the extra travel kit by Pepsi and IndiGo which included a cool bag, football, t-shirt and a sipper.


Talking about the initiative, Homi Battiwalla, Category Director – Colas, Hydration & Mango Based Beverages, PepsiCo India said: “Pepsi, as a brand, is known for creating clutter breaking campaigns. Our latest football campaign stands for all this and more. From irreverent TVCs to engaging online activities to an amateur tournament – Pepsi T20 Football, we are changing the game of football. We are delighted to have associated with IndiGo Airlines to create this surprise, which showed that you need not be a fan to indulge in some football fun.”


Expressing his delight, Aditya Ghosh, President, IndiGo said: “We are happy to collaborate with Pepsi to collectively leverage their Change the Game campaign through this unique initiative. For us, the idea of surprising 6E passengers at six busiest airports with football kits was indeed an experience. Our endeavour is to provide the best-in-class experience to all our customers and execution of this initiative was to make their flying experience memorable. We hope our passengers enjoyed this surprise package.”


This is Pepsi’s first football campaign in the country that was launched by an irreverent TVC starring actor Ranbir Kapoor, which set the tone for the real action. It was followed by a unique grassroots initiative, Pepsi T20 Football. It’s a revolutionary new format for amateurs, which combines the excitement of T20 cricket with the spirit of football. Organized in a unique metallic cage, the initiative was organized in major Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi.


A total of 8-teams, including 1 winning team from each city and 1 wild card entry will compete to emerge as ‘Game Changers’. They will then get the opportunity to be coached by Didier Drogba before they face the Indian Cricket Stars for a game of Pepsi T20 Football at the Grand Finale.


The campaign is supported by a 360-degree approach including on-air, outdoor & on-ground initiatives; special edition packaging featuring and digital engagement programmes.


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