The latest commercial to join the bandwagon is the Reliance Infocomm mobility services ad featuring India's opening batsman Virendra Sehwag . The ad created by Reliance-owned advertising agency, Mudra Communications will primarily focus on the service being offered and is expected to air during India's first match in the tournament scheduled for 12 February 2003.

Reliance Infocomm is one of the associate sponsors of World Cup 2003 along with Hero Honda, FMCG major Hindustan Lever ( which will promote its brands Rin and Close-Up) and consumer durables major Samsung. The presenting sponsor for the tournament will be Pepsi.

Simultaneously, Frito-Lay India too has launched its new flavour, Saif-n-Kaif Hot & Sweet Chilly, Caribbean Style, named after the snack's latest brand ambassadors- Bollywood star Saif Ali Khan and Indian cricketer Mohammad Kaif. The contrasting personality traits of the two stars are seen as being core to the twin taste in the new flavour.

As brand ambassadors, Saif and Kaif will promote the brand and will be involved in the ICC World Cup promotions that Frito Lay will run in the month of February 2003, states a press release.

" Research with core target audience (13-18 boys and girls) indicates that Saif is relatable and brings with him an ease and a boy- next- door's natural wit-'n'-charm. He is seen as a guy who infuses fun in any situation," says Frito-Lay India, Managing Director, Manu Anand. "On the other hand, Mohammad Kaif symbolizes the fiery spirit of young India. The Natwest win established him as a gritty cricketer to reckon with. Together Saif and Kaif represent the two contrasting values which are embodied in the flavour experience," he adds.

Lay's will continue using the S&K duo through various exciting innovations in promotions, packaging and new flavour launches.

The new flavour will be available across the country in packs priced at Rs 5 and Rs 10 respectively and to mark the ICC Cricket World Cup, a new cricket bag is being launched at Rs 20.