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Cricketers sport innovative painted body look for Pepsi's ICC World Cup campaign

Guess who's taken their shirts off to wear their passion on their bodies! Led by the Indian cricket team skipper, Mahender Singh Dhoni, leading cricket superstars, Virender Sehwag, Harbhajan Singh, Suresh Raina and Virat Kohli will sport a never-seen-before painted body look for Pepsi's path-breaking Cricket World Cup 2011 campaign that will be launched soon.

Pepsi is one of the global sponsors for the 2011 ICC Cricket World Cup and the body paint campaign is an attempt to bring alive the passion that these cricketers have for their game. Speaking about the look, Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India said, "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".

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

Harbhajan Singh ' Fiery Ball

The star (Sehwag) 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

Fast paced, energetic and exuberant¦ the acceleration batting rate Virat 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.


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