Pepsi will replace radio jockeys with Team India players on Radio Mirchi for the whole day today.
BestMediaInfo Bureau | Delhi | February 15, 2011
This ICC Cricket World Cup, Pepsi has launched a path-breaking campaign, ‘Change The Game’ to celebrate the new, unorthodox yet immensely popular face of modern cricket. Being the official sponsor of everything that is unorthodox about the sport; Pepsi has also changed the game across platforms including radio. For the first time, the Indian cricket team will let down their hair and talk like listeners’ friends on the FM airwaves, without the glare of lights and the flash of cameras, just before they are set to play for their country in the World Cup. Cricketers, Mahendra Singh Dhoni, Virender Sehwag, Virat Kohli and Suresh Raina will replace radio jockeys on Radio Mirchi 98.3 FM for the whole day on February 15.
Speaking on the innovative radio initiative, Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India said, “Pepsi has always been known for creating exciting, engaging and innovative experiences for the youth. This initiative on radio will give millions of Youngistaanis a unique opportunity to listen to their cricketing icons unplugged”.
Fittingly, Mirchi’s flagship show, the breakfast show, will be hosted by Team India’s beloved captain, and national youth icon, Mahendra Singh Dhoni. And that is the very side of Dhoni that the listeners of Radio Mirchi will experience; the fun, relaxed, confident and friendly cricketer behind the star… the Mahi behind the MS!
Imagine the frenzy, the excitement and the sheer craze as 98.3 FM will broadcast bright and sparkling in the morning, these words: “You’re listening to Hi Delhi on Radio Mirchi 98.3 FM with Mahendra Singh Dhoni, captain, Team India. Pepsi Changes the Game on Mirchi!”
The captain will then pave the way for his teammates to follow.
Virat Kohli will take on the next show and will talk about how he was smitten by the dressing room talks and his experiences with his seniors. He will also talk about how the youth identifies with expressions like tattoos and on field dancing.
Next in line will be Suresh Raina, who loves singing and will talk about how the legends changed the game in music. He will also share his favourite songs and why he loves them.
The day will come to an end with Virender Sehwag taking on the radio station. Sehwag will share the mahaul of Team India’s dressing room, nicknames of players, experiences – both on and off the field.
Overall, it will be a never before experience for fans to get candid with their favorite cricketers as they change the game on radio!