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Taproot Paints Cricketers Body In Pepsi World Cup Campaign

First look at the campaign video; finest creative Santosh Padhi paints cricketers bare body according to their passion.

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Taproot Paints Cricketers Body In Pepsi World Cup Campaign

Taproot Paints Cricketers Body In Pepsi World Cup Campaign

First look at the campaign video; finest creative Santosh Padhi paints cricketers bare body according to their passion.

Hitesh Ranot | Delhi | January 13, 2011

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Official global partner of ICC Cricket World Cup 2011, Pepsi is all set to add another wow in its youngistaan with its World Cup campaign which has been conceptualized by Taproot India. BestMediaInfo.com is bringing the first look at the campaign and concept behind it.

Guess who's taken their shirts off to wear their passion on their bodies! Led by the Indian cricket team skipper, Mahender Singh Dhoni, leading cricket superstars, Virender Sehwag, Harbhajan Singh, Suresh Raina and Virat Kohli will sport a never-seen-before painted body look for Pepsi's path-breaking Cricket World Cup 2011 campaign that will be launched soon.

Pepsi is one of the global sponsors for the 2011 ICC Cricket World Cup and the body paint campaign is an attempt to bring alive the passion that these cricketers have for their game. Speaking about the look, Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India said, “Cricket is more than just a game in India, it is like a faith and its followers include millions of passionate Youngistaanis. With our innovative Cricket World Cup campaign we wanted to reflect the same fervor and energy that the fans and the players have and what can be more passionate than wearing it on your body”.

The new body painted look is youthful, fresh and symbolic of the individual player's passion for the game. Covered only with a layer of colourful body paint, the cricketers' images reflect their energetic and unique persona on the field. Each design and choice of colour palette has a story behind it which mirrors the athlete's character.

The creator of these looks, one of the finest creative minds, Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India, comments on the individual designs:

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Mahendra Singh Dhoni – Fire in the belly

Dhoni's look was designed keeping in mind the fire this high spirited captain portrays. Fire is a symbol of power, passion, aggression and destruction. This blazing look has a palette of four colours from blue, green to yellow and orange. Dhoni being the team leader, no specific batting or bowling element is incorporated in his body paint; instead a very Indian graphic is chosen that stands for fire within to win.

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Harbhajan Singh – Fiery Ball

Bhajji's look is full of vigor and attitude. The ball graphic used on his body symbolizes his strength on the field. A blast of red at the end of the ball reflects his passion and aggression in which he bowls and bats as well.

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Virender Sehwag – Moving Star

The star (Sehwag) that moves the nation when he is on the wicket, be it any form of cricket, the way he handles the ball, nobody on the ground moves except him and the score board. The moving star graphic used on his body defines the brute force and the elegant footwork this quick-fire, rock solid batting sensation is known for.

Suresh Raina – Directed Arrows

The graphics chosen for this young southpaw are directed arrows. They do justice to his playing style and the ease with which he shoots any delivery in the direction he chooses. It's like he has a magical power over the ball and directs it the way he pleases. The different sizes of the arrows project his growth upwards in the game of cricket over the years.

Virat Kohli – Fast Forward

Fast paced, energetic and exuberant… the acceleration batting rate Virat carries along with him while he is on the wicket, can be best described through this graphic. The two solid triangles replicate his solid never say die attitude and body language on the wicket and the fearless outlook towards the opposition.

Also read:

Pepsi Takes Change The Game Campaign On Ground With MTV

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

Pepsi Launches Change The Game Campaign; First TVC With Dhoni

Hitesh@BestMediaInfo.com

Info@BestMediaInfo.com

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