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'Cricket is more than just a game in India'

Last updated on: January 12, 2011 14:13 IST
Pepsi's new World Cup ad campaign

Guess who's taken their shirts off to wear their passion on their bodies!

Led by their captain Mahendra Singh Dhoni, leading Indian superstars, Virender Sehwag, Harbhajan Singh, Suresh Raina and Virat Kohli will sport a never-seen-before painted body look for Pepsi's path-breaking World Cup 2011 campaign to be launched soon.

Pepsi is one of the global sponsors for the World Cup and the body paint campaign is an attempt to bring alive the passion that these cricketers have for their game, says Sandeep Singh Arora, executive vice-president (Marketing), Cola, PepsiCo India.

"Cricket is more than just a game in India, it is like a faith and its followers include millions of passionate Youngistaanis. With our innovative Cricket World Cup campaign we wanted to reflect the same fervor and energy that the fans and the players have and what can be more passionate than wearing it on your body," he said in a media release.

The new body painted look is youthful, fresh and symbolic of the individual player's passion for the game. Covered only with a layer of colourful body paint, the cricketers' images reflect their energetic and unique persona on the field. Each design and choice of colour palette has a story behind it which mirrors the athlete's character.

The creator of these looks, Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India, comments on the individual designs:

Mahendra Singh Dhoni: Fire in the belly

Last updated on: January 12, 2011 14:13 IST
Mahendra Singh Dhoni

Dhoni's look was designed keeping in mind the fire this high spirited captain portrays.

Fire is a symbol of power, passion, aggression and destruction. This blazing look has a palette of four colours from blue, green to yellow and orange.

Dhoni being the team leader, no specific batting or bowling element is incorporated in his body paint; instead a very Indian graphic is chosen that stands for fire within to win.

Harbhajan Singh: Fiery Ball

Last updated on: January 12, 2011 14:13 IST
Harbhajan Singh

Harbhajan's look is full of vigor and attitude.

The ball graphic used on his body symbolizes his strength on the field. A blast of red at the end of the ball reflects his passion and aggression in which he bowls and bats as well.

Virender Sehwag: Moving Star

Last updated on: January 12, 2011 14:13 IST
Virender Sehwag

Sehwag is the star that moves the nation when he is on the wicket, be it any form of cricket, the way he handles the ball, nobody on the ground moves except him and the score board.

The moving star graphic used on his body defines the brute force and the elegant footwork this quick-fire, rock solid batting sensation is known for.

Suresh Raina: Directed Arrows

Last updated on: January 12, 2011 14:13 IST
Suresh Raina

The graphics chosen for this young southpaw are directed arrows.

They do justice to Raina's playing style and the ease with which he shoots any delivery in the direction he chooses. It's like he has a magical power over the ball and directs it the way he pleases.

The different sizes of the arrows project his growth upwards in the game of cricket over the years.

Virat Kohli: Fast Forward

Last updated on: January 12, 2011 14:13 IST
Virat Kohli

Fast paced, energetic and exuberant the acceleration batting rate Kohli carries along with him while he is on the wicket, can be best described through this graphic.

The two solid triangles replicate his solid never say die attitude and body language on the wicket and the fearless outlook towards the opposition.