Pepsi invites consumers to be ‘First ball ka captain’

Pepsi has kicked off a first of its kind cricketing contest ‘First Ball ka Captain (FBKC)’; reinforcing its association with cricket and reiterating its position as a brand that ‘Can do’ and ‘Dares for more’.

This latest initiative from Pepsi will give 16 cricket fans an opportunity to bowl the first ball against a legendary cricketer before every ICC World Twenty 20 match in England. The winners will be captured on ESPN, as they bowl to the legends. To participate in ‘First Ball ka Captain’, consumers need to either collect eight specially printed glass bottles with blue-coloured crowns or four special ICC World Twenty 20 500ml / 600ml PET pack labels and exchange them for a scratch card.

"Through this innovative program, Pepsi would be able to forge that everlasting bond with its consumers yet again,” said Chanchal Chakrabarti, managing partner, Mindshare, South Asia. “We have built a huge activation program around FBKC which would be amplified across mediums to not only help the consumers experience what is in store for them but also give that final gratification of an additional euphoric experience of stardom to the winners."

The new JWT-created film features a Youngistaani who wins a chance to be the ‘First ball ka captain”. It is about his trip from India to England; from the dressing room to the bowling crease; from being a fan to being the ‘captain’.

WATCH the TVC here: