t the official launch of the Pepsi Blue Billion campaign, the memories of the recent pesticide controversy that hit the soft-drinks market faded into the background. Leading up to the campaign, the teaser ads, warning about the imminent arrival of the Blue Billion, doing the rounds on TV have been hard to miss. For the record, the Blue Billion refers to the entire population of the country, who will, presumably, unite to cheer on the country during the upcoming ICC Champions Trophy.

Pepsi has always been conscious of the bewitching power of cricket over the Indian populace and has used it to considerable marketing advantage. Earlier initiatives include the Pepsi Blue campaign as well as the Toss Ka Boss promotion in 2004. ... more