PepsiCo plans slew of marketing initiatives during IPL 2013

Beverages and snacks major PepsiCo India is planning a slew of marketing initiatives, including making fans meet celebrities, during the IPL 2013 season, which begins of April 3.

Fan initiatives during Pepsi IPL 2013 include in-stadium 'Pepsi VIP Box', which will provide a unique viewing experience to cricket fans who may get to share the space with their favourite celebrities and more, PepsiCo said in a statement.

PepsiCo, which had won the title sponsorship of the IPL for Rs 396.8 crore for the next five seasons starting 2013, will also be conducting other consumer engagement initiatives, including fans playing Pepsi Tweet20 tournament on Twitter.

"...For us this (IPL) is a perfect platform as it provides wider reach and engagement opportunities with our core target audience in the peak beverage season," PepsiCo India Vice President-Beverage Marketing Deepika Warrier said.

She added that from interactive contests and engagement in-stadia, on-air and on-line to product and branding innovation, everything is designed to provide the ultimate sporting experience.

"We are confident of making this edition of the Pepsi IPL the most thrilling and engaging event this year and in the years to come," Warrier added.

The company also plans to come out with a '500 ml Fan Can', priced at Rs 35 during the IPL season. The IPL 2013, ends on May 26.