Ajit Agarkar Set To Endorse Pepsi Brands

Pepsi has delivered another coup in the cola wars by signing up Indian cricket's latest speed merchant - Ajit Agarkar.

The 20 year old pace bowling sensation joined Pepsi's `Generation Next' team when he signed up with Pepsi in a deal reported to have been routed through WorldTel, which also manages Sachin Tendulkar.

"Ajit Agarkar has the youthful spirit, a passion to win and is fun loving like Pepsi. His personality in line with Pepsi's brand image,'' company officials said at a press conference on Tuesday.

Pepsi already has promotional contracts with four other key Indian players including Sachin Tendulkar, Mohammed Azaharrudin, Ajay Jadeja and Rahul Dravid. It has also signed up Sri Lankan opening batsman Sanath Jayasurysa.

 

Coca Cola, on the other hand, has struck deals with Javagal Srinath and Saurav Ganguly.

Ajit Agarkar made his first commercial appearance for Pepsi at the conference on Tuesday. ``I enjoy playing under pressure,'' he said, when asked if the contract with Pepsi will put pressure on him so early in his career.

Pepsi is also open to the possibility of signing up other Indian cricket players. ``We are constantly on the look out. When a new player who gels with Pepsi's brand image emerges, we will certainly be interested in him,'' company officials said.

The company is also open to signing up with more players from other sports. It has already struck deals with Leander Paes and Mahesh Bhupathi in tennis. The duo have already featured in a `7 UP' television commercial for Pepsi.

The company is reported to be planning a new commercial featuring all the five players in its Generation Next promotional team. "The Indian team has a hectic season ahead. We will have to wait for them to find time to shoot the commercials. I will not be able to say when the commercials will hit the air,'' a Pepsi official said. Pepsi's latest campaign focused on Sachin Tendulkar has been a big success, according to a Pepsi spokesperson.

Pepsi also has an agreement with the Board of Cricket Control in India (BCCI), which provides it access to bilateral one day internationals and test matches in the country. All these fixtures will be referred to as the Pepsi series under the agreement.