Pepsi and IndiGo 'Change the Game' with football surprise

Excited air travellers on IndiGo find a cool Pepsi football kit with their baggage! Watch the video

BestMediaInfo Bureau | Delhi | June 1, 2012

Your IndiGo flight lands on time, you walk towards the conveyor belt and wait for your luggage to arrive. Along with your luggage comes a surprise – a Pepsi Change the Game Football Kit with your name on it! Recently, hundreds of IndiGo passengers were delighted with the footie surprise across six airports in the country. As part of its ongoing football campaign, Pepsi partnered with IndiGo to 'Change the Game' with this unique initiative.

Over 1,500 passengers who travelled by IndiGo between a certain time on a day were thrilled to find an extra football bag along with their checked in baggage. This activity was organised at the Bangalore, Mumbai, Hyderabad, Kolkata, Goa and Bhubaneswar airports. Passengers were delighted with the extra dose of fun added to their travel. Young football enthusiasts were seen enjoying their new kits including a cool bag, football, T-shirt and a sipper. Some even showcased their balancing tricks with the football around the baggage claim section! If this was not all, even passengers of other flights joined in to enjoy the fun.

Talking about the unique 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 a mega 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. IndiGo believes in keeping things simple, fresh, yet cool – and encouraging sports for IndiGoers is 'fresh n cool'.  For us, the idea of surprising 6E passengers at six of the 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, a gesture from country's coolest airline, IndiGo.”

This is Pepsi's first football campaign that was launched by a fun and irreverent TVC starring actor and avid football fan 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 and fun of T20 style of playing cricket with the speed, thrill and spirit of football. Organised in a unique metallic cage, the initiative was organised in major cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi, with phenomenal response.

A total of eight teams, including one winning team from each city and one wild card entry will compete to emerge as 'Game Changers'. They will then get the opportunity to be coached by one of world's most exciting footballer, 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 and on-ground initiatives, special edition packaging and digital engagement programmes.

The Activation Video:

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