Pepsi to launch Lay's campaign ahead of Cricket World Cup 2015

Featuring Bollywood actor Ranbir Kapoor, campaign will run on multiple touch points, including TV, radio and digital medium

Beverage and snacks major PepsiCo India will launch Lay's campaign featuring Bollywood actor Ranbir Kapoor ahead of the ICC Cricket World Cup 2015.

The campaign called 'Yeh Game Hi Hai... Taste Ka' captures the frenzy which grips India when the ICC Cricket World Cup is on and how mismatched timings of the matches this year will create a dilemma for viewers, PepsiCo said.

This year, the tournament is taking place in Australia and New Zealand with matches being broadcast anywhere between 3:30 am and 12 noon, India time.

"We are very excited about this campaign. This powerful campaign brings together love for Lay's and cricket. This campaign will run on multiple touch points, including television, radio and digital medium," Rajiv Mathrani, Director & Category Marketing Head-Snacks PepsiCo India told PTI.

PepsiCo is also one of the sponsors of the tournament. The campaign will go on air in few days, Mathrani said.

Elaborating on the campaign," PepsiCo said: 'Yeh Game Hi Hai... Taste Ka' campaign will unfold with 360-degree outreach and engagement plan... The campaign will cut across multiple media vehicles. There is a robust plan to popularise the campaign and bring people closer to matches."

"Taking the insight of mismatched timings we will have significant presence across digital, retail, radio, print and TV," the company added.

The company will also run a contest wherein winners can win tickets to matches in Australia and LED TVs.