Pepsi launches 'The Game' - Play ‘The Game’ with Ranbir Kapoor and Sanjay Dutt

Dikhaao Youngistaan ka WOW in Pepsi’s unique game on TV and get a chance to win Rs 50 lacs

Mumbai, March, 2010: Ever played a game that gets you a chance to win Rs. 50 lacs while watching television? Get ready to show Youngistaan Ka WOW in ‘The Game’, Pepsi’s innovative, engaging and entertaining concept that brings to life the fun of gaming through TV advertising. Featuring your favourite Bollywood stars, Ranbir Kapoor and Sanjay Dutt for the first time together, ‘The Game’ promises to be an exciting challenge for Youngistaanis, this IPL season.

‘The Game’ is set in a fantasy world and all the action takes place in a castle owned by the ‘Game Master’ played by the original Khalnayak, Sanjay Dutt. He challenges Youngistaani, Ranbir* to get his Pepsi from his lair. While Ranbir faces these mind-bending challenges, it is you who can help him make the right choices and come out victorious. As you get Ranbir closer to his Pepsi, your right answers will get you fun prizes and get you closer to the ultimate cash prize of Rs 50 lacs.

‘The Game’ is played over five films with three levels, each ending with a brainteaser. Three options are given for each riddle and you have to select the right answer by using your mental smarts. To play, you can call or SMS ‘GAME’ to 093 27 27 27 27 or simply log on to **www.youngistaan.com

The exciting five-week game begins with a teaser film on March 27th where the lead characters including *Sanjay* and *Ranbir* along with the *‘WOW Girl’,* *Jacqueline Fernandes* are introduced. This is followed by three films presenting the challenges every Thursday; concluding with the fifth film. Viewers can enter *‘The Game’* at any level and can win exciting prizes including free talk-time, song downloads and ring tones. Those who answer correctly at all levels, stand a chance to win Rs. 50 lacs by succeeding in the final tie-breaker slogan challenge.

Speaking about The Game, Punita Lal, Executive Director, Marketing, PepsiCo India said, “Pepsi has always been at the forefront of creating exciting, engaging and innovative experiences which connect with the youth. With the launch of ‘The Game’, Pepsi once again acts as a trendsetter by bringing together gaming to TV advertising for the first time ever”.

“We are confident that ‘The Game’ will not only attract eyeballs owing to its huge entertainment value but also drive participation amongst youngsters thanks to the fantastic concept and thrill it promises to deliver”, she added.

Mounted at a scale of a mega Bollywood blockbuster with magical sets, edgy action-sequences and WOW special effects, ‘The Game’ takes the concept of consumer engagement to the next level. A lot of attention has been paid to the looks of the characters. While *Ranbir* sports an active and uber cool look, Sanjay* as the Game Master will be seen in a unique look straight out of a video game.

As part of this ambitious project, Pepsi has launched a high-decibel, 360-degree campaign which takes engagement to the next level. Apart from the on-air campaign, there would be a huge focus on the online medium including social networking sites. Some of these exciting initiatives include live chat with *Ranbir* on Facebook on April 2, 2010 and a customized *‘The Game’ * skin on Orkut page. For terms and conditions, exciting downloads and further information, log on to www.youngistaan.com

Ranbir Kapoor, Pepsi’s brand ambassador: **“The Game by Pepsi is a rocking concept which is sure to instantly connect with the Youngistaanis. Shooting for the same was a phenomenal experience, similar to a fantasy film that I have never done before. I hope all youngsters would participate in The Game with me to show Youngistaan Ka WOW… so, let’s play”.

Game Master, Sanjay Dutt: “Yahaan paheliyon ka jaal hoga, dher saara maal hoga… hai bheja to le jaa…”

"In my career, I have experimented with many looks, roles and characters, but playing the role of the Game Master was an ultimate WOW experience. I hope Youngistaan will enjoy the whole game experience as much as we enjoyed putting it together”.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become the country’s largest selling Food and Beverage Company. The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 41 bottling plants in India, of which 13 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today.

PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.