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Ipl 2014
Its official: Yeh Dil bole 'Pepsi IPL'
India is a cricket crazy country and if you want to give a boost to your business, cricket is where you should invest. Pepsi seems to be following the same mantra after it won the title sponsorship rights for Indian Premier League, replacing DLF.

DLF BECAME a household name in India, courtesy Indian Premier League (IPL), but come IPL 2013, things are going to change, as DLF would no longer feature as the title sponsor. The title has been awarded to Pepsi for the next five years for an astronomical amount of Rs 396. 8 crore, which was the bidding figure placed by Pepsi.

DLF had paid Rs 200 crores as the title sponsor for the last five editions of the IPL and now it has almost doubled to Rs 396.8 crore, surprising former Indian cricketer, Aakash Chopra, as his tweet reflected, “Pepsi bagged the IPL title sponsorship for Rs 396.8 crore! Isn't that almost double of what DLF paid 5 years ago? Recession, anyone??”

It is all due to the huge success of the IPL that Pepsi has gone all out to shell such a huge amount, as it is for sure going to reap lot of benefits to the company. Various big companies were expected to fight the bid, such as Bharti Airtel, Vodafone, Idea, but to everyone's surprise, it was only Airtel which bid for 316 crores, reported NDTV.

With IPL having a global appeal, Pepsi can use the league as a vessel to market their products. It is a wise move by Pepsi, who with its wide range of products is going to benefit a lot, as it was stated in the tender invitation that the company, which wins the title sponsorship right would be given added services, which includes a number of marketing and branding benefits. It would be no surprise, if this is what must have attracted Pepsi to offer such money.

The IPL, which has seen a bit of a dip in the recent years, as compared to its initial first three years would expect Pepsi to come up with different strategies so as to bring back the fans into the ground. Pepsi has been closely associated with the youth of the country, as their recent 'Youngistaan' campaign suggests and it would not be a surprise if they come up with new campaigns for IPL, which would attract the youngsters towards the championship.

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