Can Pepsi put the fizz back in cricket?

Pepsi, in collaboration with PCB, launched their Future 11 campaign that wishes to bring forward young talent in cricket and train them to be part of Pakistan’s Under-19 cricket squad. The event was held at the National Cricket Academy and was attended by cricket royalty like Wasim Akram, Shoaib Malik and PCB chairman Shahryar Khan as well as a spate of A-list celebrities like Fawad Khan, Ahmed Ali Butt and Cybil Chowdry. The event also featured Ali Azmat, who lit up the night and had the audience swaying to his popular hits, while Fawad was around because we think he is tied up in a collaboration with Pepsi, soon to be announced. The night was hosted by Ahmed Ali Butt and Cybil Chowdry, and while Cybil was her usual graceful self it was Ahmed with his quick wit and punch lines that kept the energy light and fun, which is much needed when corporate events like these tend to get a little dull and tedious.

Cricket is not just a sport but a cult in Pakistan and Pepsi has had a longstanding relationship with the game since the 80s. We remember Junaid Jamshed’s cricket anthem ‘Hum Hain Pakistani’, which was also played at the event religiously. Wasim Akram, a cricket legend and a true believer in promoting and bringing forth new talent said, “Pepsi PCB Future 11 is a stepping stone in finding the talent of tomorrow. What matters most is that this untapped young talent will not go to waste. We will hopefully be seeing them in an Under-19 cricket squad, performing as super stars of Pakistan both nationally and internationally.”

The most candid moment of the event was when Shoaib Malik, an acclaimed and renowned cricketer, spoke to the audience about his struggle and passion to play cricket in Pakistan. In his emotional reminiscence he praised Wasim Akram, who was his mentor and selector for giving him a chance to fulfill his dreams. And then he cried.

“There is no lack of talent in Pakistan when it comes to young cricket players,” Salman Butt, Marketing Director for Pepsi spoke to us. “From mohallas to school teams, we believe there is an abundance of talent…we wanted to take this opportunity to develop their skills, give them the right exposure and capabilities and promote them to ultimately represent Pakistan at National level. This talented bunch will reflect the future of cricket in our country.”

Cricket has always been a binding force in this country where people are not just fans they are a cult. Pepsi venturing into full support for the game and talent is exactly what is needed for kids waiting for their big break and who knows maybe we will find our next big cricket superstar, courtesy Pepsi.