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Pepsi Takes Change The Game Campaign On Ground With MTV

Launches on ground & digital activation to hunt for 11 youngistaanis from across the country to watch all India matches live.

Hitesh Ranot | Delhi | January 25, 2011

Pepsi has taken their ICC Cricket World Cup campaign ‘Change The Game’ forward and launched a unique platform ‘Pepsi Change The Game 11’, powered by MTV. Pepsi is giving Youngistaan an opportunity to Change the Game in true Pepsi style where Youngistaanis need to demonstrate unconventional techniques of batting, bowling and fielding; unique skills in cheering and commentary. 11 Youngistaanis from across the country through on ground & digital activation will be shortlisted and win a once in a lifetime opportunity to watch all the India matches LIVE at the stadium, this World Cup. 1 quarter final, 1 semi final and the FINALS LIVE at the STADIUM! That’s not all, the winners get to be stars on MTV and chill with the VJs. These Youngistaanis will also have their views followed by other fans on Facebook, Twitter and on the Pepsi – Change the Game website.

The event in Mumbai saw high energy level participation from Youngistaanis who were eager to impress VJ Gaelyn with their way of changing the game. Innovative ways of bowling, batting and fielding were displayed by the enthusiastic cricket fanatics present. The crowd applauded participants who performed out of the box skills in cheering and commentary. The 24 finalists who will compete for the final Pepsi Change The Game 11 team will be announced in the first week of February 2011.

‘Pepsi Change The Game 11’ is a life time opportunity for 11 talented Youngistaanis to live, breathe and experience cricket like never before! The chosen ones will get to attend all India matches during the Cricket World Cup 2011 and voice their opinions and observations onto the social networking sites and Pepsi’s website through cool mobile phones provided to them. They will also get a chance to be on MTV for a special show to report their views. A chance to watch all India cricket matches live in the stadium in true Pepsi style this ICC Cricket World Cup and be the voice of Youngistaan.

One can participate under three main categories; cricket skills, commentary and cheering. But the catch here is that Pepsi and MTV are not looking for anything textbook and already existing. So if you have a new and unconventional way of batting, bowling, fielding, cheering or commentating you can be a game changer. So get ready to impress your favourite MTV VJs and cricket stars like Robin Uthappa and Manoj Tiwari to win your way and be a part of Pepsi Change the Game 11.

The Pepsi and MTV team are coming to your city (Delhi, Mumbai, Hyderabad, Kolkata, Lucknow, Bangalore, Pune, Ludhiana, Ahmedabad and Kanpur) to conduct on ground selections and you can enact your change the game moves in 60 seconds in front of the camera. 24 final participants from 10 cities and 6 from digital participation will be chosen and taken to Mumbai for the grand finale on MTV. Out of these, only 11 talented Youngistaanis will make it to the Pepsi Change The Game 11 squad.

If your city is not mentioned in the list, you can also register at and upload your video (not more than 60 seconds) with the game changing moves. Interested participants can also call the number on the new Pepsi Change the Game limited edition bottles available in the market and register. Last date to participate is 30th January, 2011.

“With our Change the Game campaign Pepsi celebrates the passion and the new age mantra of cricket, which is irreverent, unorthodox, fun, challenging and unmistakably Pepsi! With Pepsi Change The Game 11 powered by MTV, we are looking for game-changers, who have within themselves the potential to break monotony and think unconventionally. We expect Youngistaanis to completely change the way cricket is played and make most of the opportunity to be Youngistaan’s voice this Cricket World Cup”, said, Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India.

Also read:

Pepsi Launches Change The Game Campaign; First TVC With Dhoni

Change The Game: Pepsi Launches 2nd TVC with Harbhajan Singh

Taproot Paints Cricketers Body In Pepsi World Cup Campaign

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