Dhoni strips, dons, the body paint campaign

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

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

Bhajji’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

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