No other game has undergone as much change in the way it is played over the last 10 years as cricket. A traditional English gentleman's game, its playing techniques have been altered dramatically in the last 10 years by new superstars who go totally against the textbook and shock the purists by their radically unorthodox methods which thrill the crowds but are blasphemous to the game's connoisseurs. Pepsi the brand that stands for everything popular and irreverent was the official partner of the Cricket World Cup 2012. The counter-intuitive campaign idea was to position one's self as unofficially official. To celebrate, own and stand up for all the radical new techniques that are taking over the game by celebrating their supposed origins.