Pepsi IPL gives fans a chance to experience the stadium madness

Board of Control for Cricket in India, Sony Max, Six and Pepsi have come together to create a stadium-like experience for cricket fans through Pepsi IPL Fan Parks

BestMediaInfo Bureau | Mumbai | April 9, 2015

With the kick-off of the 8th season of Pepsi IPL, Board of Control for Cricket in India (BCCI), Sony Max, Six and Pepsi have come together to create a stadium-like experience for cricket fans through a pan-India on-ground activation, called 'Pepsi IPL Fan Parks'. This concept aims to increase brand value of the game and bring in newer audience, especially families, by giving viewers a reason to join in the revelry.

The Pepsi IPL Fan Park activation will be flagged off on April 11 and will be taken to 16 cities across India, giving the fans living far away from the live action a feel of the excitement and atmosphere that comes with watching a Pepsi IPL match with friends and family in a public location. Matches will be made available on giant screens on the weekends throughout the tournament and over 10,000 fans in each of these cities will get a stadium-like experience.

This non-commercial outdoor initiative will target two cities every weekend. Entry will be free and on a first-come-first-serve basis. With access to food and beverage stalls and music, the fans will be able to feel like they are in the stadium. There will also be special areas earmarked for women and children. Matches featuring various teams will be screened at the venues, thereby enabling the fans to watch and celebrate their favourite teams and players.

On its part, Sony Max and Six is all geared to ensure that people across these 16 cities come every weekend to watch the game and celebrate 'India Ka Tyohaar' together. From having branded canters moving around the cities making announcements to having door-to-door team engaging with residents, including print, outdoor and radio advertisements; the broadcasters are exploring every mode of communication to spread the festivity. As part of the initiative, a lucky draw will be conducted at every match and two winners will receive exclusive hampers from the broadcaster.

Neeraj Vyas

Commenting on the concept of fan parks, Neeraj Vyas, Senior EVP & Business Head, Sony Max, said, “Over the years, Pepsi IPL has grown to the stature of a festival which people come together to celebrate. With a current fan base of 200 million, we are looking at the fan parks to further boost viewership numbers and make this an annual property for us.”

IPL Governing Council Chairman Rajeev Shukla said, “The towns that we have selected for this unique outdoor initiative are typically markets that are not catered to as frequently as we would like to. Moreover, not many people get an opportunity to watch the Pepsi IPL matches in a stadium. Since summers are here, the fan parks would provide the fans a chance to spend quality time with their families by letting them enjoy their favourite tournament.”

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