Concept: The cricket campaign celebrated unorthodox shots and moves that were born in gullies and streets, like the ‘helicopter shot’ by M.S. Dhoni or the ‘uppercut’ by Virender Sehwag. Execution: Using star cricketers, the campaign had a series of ads showcasing these unique shots and attributing them as game-changers, in sync with Pepsi’s brand image. Tagline: The cricket campaign’s tagline “Change the Game” was not only about cricket but about challenging norms, reflecting Pepsi’s brand ethos.