The Cup will be taken on a tour filled with glamour and glitz to several Indian cities by the soft drinks major in a effort to give cricket enthusiast a chance to physically see the trophy in their city.

Positioned as a "good luck gesture" for the Indian team, the tour kicked off on Thursday from Hyderabad--the home town of the Indian skipper, Azhar--where the cup was unveiled at a glittering ceremony.

Speaking on the occasion of the unveiling of the trophy at a hotel in Hyderabad, Pepsi executive vice president Vibha Rishi said: "Pepsi has always been able to connect cricket with the passion of young people. The arrival of ICC Cricket World Cup trophy adds momentum to India's passion for winning the World Cup. The Cup will be on a good luck mission."

Pepsi further announced that, it would along with music channel--MTV--sponsor a seriesof unique World Cup on Tour concerts. The first concert would be held at Hyderabad on March 6. Thereafter, the tour will proceed to Vishakapatnam on March 9, Chennai on March 12, Colombo on March 16, Bangalore on March 20 and Lucknow on March 27.

The spectacle will culminate in Delhi on April 3. The cup will be unveiled at each of these concerts with a special laser show. Besides, at each location, the cup will be feted by top Indian singers and movie celebrities.

The company has also kicked off a promotional campaign for the Cricket World Cup where it has created and shot a series of interactive snippets called "Pepsi Player ke Dil Se". These 90 second capsules to be aired on various channels will feature 19 cricketers from all over the world. These snippets capture cricketers informally recounting their likes and passions not just as international sportsmen but as happy young individuals.

In another first ever initiative, Pepsi is organising several contests, the winners of which shall get to be apart of the Indian effort at this World Cup. Aimed at the young, the lucky winners of these specially tailored contests shall get to lead the Indian team as mascots for the India fixtures.