To connect with its target audience, the company kicked off a major online promotion at C2W this Wednesday. Explains Mr Deepak Jolly, executive vice-president, corporate communications, Pepsi Foods Ltd: "To promote Mirinda, we have been using the gaming platform for quite sometime now.

After seeing the success of our earlier online promotions, we have tied up with C2W now. Our objective is to extend this gaming platform to a different media."

Mr Jolly informs that Pepsi has launched a host of promotions at different contest sites to promote its Mirinda Orange in the last few months. "This strategic alliance with C2W is a part of our bigger strategy. Earlier, print media announced the online promos. And now online promotions will be followed by print ads." However, Mr Jolly is reluctant to reveal his plans for Mirinda Orange.

According to ad industry sources, in sync with online promotions, the company also plans to launch offline promotions and events to promote the brand in the virtual world.

According to Contests2win chief operation officer Mr Ranganath Tota, it's for the first time that C2W has tied up with Pepsi for a long-term promotion strategy. "Mirinda and Contests2win have uncorked Mirinda gaming now. In tune with the needs of its target consumer, Mirinda Orange has embarked on getting its consumers to get involved with the latest young teen passion, i.e. gaming, with a winning element using our site," explains Mr Tota.

As per the promotions, Mirinda fans can take part in a Mirinda playzone that features four different games. Each game is a contest where participants can win exciting prizes that include Playstations, Video games, Snazzy watches with cameras and contemporary Mirinda gaming gear, informs Mr Tota.

With an online community of over half a million Indian users, Contests2win.com is India's leading contesting site. At present, C2W has over 225 brand relationships with leading brick & mortar brands which use its marketing solution services and online media platform to develop innovative and interactive marketing programmes.