Featuring cricket’s superstars, campaign started with a series of ad-films showcasing out-of-the-box cricket moves!

Besides ATL, encompassing youth touchpoints- outdoor, consumer engagements, in-stadia and digital engagements were activated to ensure 3D-amplification.

Television: Garnered mass-appeal, across 60+ channels, phasing out 7 films, touching 26.6m people, with 96% reach, in 11 week campaign.

Contests to vote for “game changers” were launched to ensure youth participation.Cricket Experts discussed game-changing techniques on news channels shows.

Radio:A media-first, we replaced Radio-jockeys with Cricketers on Radio, giving listener’s uninterrupted sneak-peak into their lives, secrets and fears just at the juncture of World-Cup.Engagement: With MTV launched a unique platform - ‘Change The Game 11’, giving youth an opportunity to demonstrate unconventional techniques of playing, cheering and commentary.

The winners, crowned as “Game changers”, were invited to watch all India matches LIVE in special cubicles. They served as brand ambassadors on Digital and Mobile channels giving us unprecedented coverage.

•Pepsi gained Most Associated Brand status for World-Cup 2011.

•With half media weights, gained a 4X lead over 2 closest big brands.•No. 1 in unaided recall (51%) after the first match•2.7% Increase in sales during campaign •Past 4 weeks consumption grew by 4.9%•21% increase in brand TOM •Radio innovation had 69% recall with 59% likeability, reaching 30 million people in a single-day•Free PR coverage of over $1.2m generated on Print and TV as ‘Change the Game’ lingo was picked up by newspaper editorials.