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“Crash the IPL” was part of Pepsi’s global #PepsiChallenge initiative, asking fans and consumers to create the next Pepsi IPL TV ad spot. To kick start the campaign, Pepsi required hero video content featuring stars of the tournament, participating in their own DIY-style 30-second spot.
As embedded content partners to Delhi Daredevils, EDP developed and produced a spot for TV and Digital starring Yuvraj Singh and Imran Tahir alongside up-and-coming youngster Shreyas Iyer. Despite all this talent, the unlikely hero of the piece was a regular quick-thinking civilian, who crashes the scene, outwitting the cricketers to get his hands on the Pepsi they were all admiring.