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Pepsi's under-the-crown reward bonanza

Our Bureau

NEW DELHI, June 20

FIRMLY believing that loyal Pepsi drinkers' ``Dil will ask for more...'', it has moved from ``I'll Change The Century'' promotion to ``Mera Number Aayega''.

Pepsi has launched an under-the-crown reward bonanza titled -- ``Mera Number Aayega'', offering rewards varying from Rs. 10,000 to Rs. 10 lakhs.

This promotion will run across Pepsi's single serve bottle range (200 ml and 300 ml). Every bottle of Pepsi will have a three-digit number under the crown -- there are 900 possible numbers, according to Ms. Vibha Paul Rishi, Executive Director (Mar keting), Pepsi Foods Ltd.

Every fortnight starting June 25, the company will announce one number which entitles the consumer to mega rewards ranging from Rs. 50,000 (10) prizes to Rs. 10 lakhs.

``The consumers who don't get the full three digit winning numbers need not lose heart. Even if the last two digits match, they get a prize of Rs. 10,000, and there are thousand such prizes to be won,'' she said.

Further, the consumer possessing crowns where even the last digit matches, get themselves a free Pepsi.

The national promotion, which runs until August 16 will be supported by advertisement on television. The 30-second television commercial (TVC) will be followed every fortnight by a 15-second prize number announcer ad. The entire series of commercials mad e by Prahlad Kakkar, features MTV Veejay Cyrus Broacha.

The campaign has a humorous touch to it, with Cyrus wildly expecting that he will get the winning number each fortnight. With each passing fortnight, the wait gets more and more desperate, as also the advertisement becomes more and more funky. There is C yrus hoping against hope that he'll get the winning number until the last episode where he gets an unexpected surprise.