IMPACT BBDO and BBDO Pakistan launch Pepsi ‘Playboards’ to equip women cricketers

Cricket is the most popular sport in Pakistan, but mostly led by men. For many aspiring female cricketers, cricket often poses severe challenges. Access to proper cricket gear remains a major hurdle, especially for young girls training in informal spaces, with no support system and no equipment available that is specifically made for women.

Pepsi, a long-time supporter of cricket and the Pakistan women’s national team, has introduced a groundbreaking outdoor initiative. In partnership with the Pakistan Cricket Board (PCB), Pepsi collaborated with IMPACT BBDO and BBDO Pakistan to launch “Playboards” — the world’s first billboards embedded with professional-grade cricket gear designed specifically for women. More than just a symbol of support, the Playboards provide fully functional, custom-fitted bats, pads, gloves and helmets, putting the right equipment directly into the hands of female athletes.

Installed in public spaces, the billboards appear traditional with images of cricket stars. But look closer, and all the cricket equipment on the board are not photographs, but actual cricket gear. The Playboards invite young girls and women to pull equipment off the board, use it to train, and place it back for the next player. It’s a powerful message made tangible: every woman who dreams of playing the game should have the means to do it.

“We’ve always believed in backing the next generation of cricketing talent,” said Hakima Mirza, Senior Director Marketing at PepsiCo Pakistan. “But this time, we wanted to do more than celebrate from afar. We wanted to help change the ecosystem of cricket in Pakistan. The campaign equips aspiring women cricketers with real gear made for them, and makes it accessible.”

Featured in the campaign are some of the country’s leading female cricketers, not just as faces of the game, but as leaders lighting the way for the next generation. For every girl who has ever picked up a bat too heavy or borrowed a brother’s gloves, this billboard offers something new: a starting point that fits.

“This initiative aligns with our shared goal of growing women’s cricket from the grassroots,” said Mohsin Naqvi, Chairman of the Pakistan Cricket Board. “Together with Pepsi, we’re taking a step towards creating a more inclusive cricket culture, one where every girl who dreams of wearing Pakistan’s jersey has the tools to get there.”

Ali Rez, Chief Creative Officer at IMPACT BBDO, said: “Pepsi Playboards are a revolution in sport equality: these are billboards that do more than advertise – they equip women to play cricket. Playboards will not just change the game. They will change thousands of women’s lives.”

In a country where cricket dreams often begin in alleyways and open grounds, Pepsi has given young women a new place to start, right under a billboard that gives more than just visibility. It gives them an equal chance.

Because sometimes, the path to the national stage starts not with an invitation, but with someone simply handing you a bat made just for you.

Credits
Agency: IMPACT BBDO
Agency: BBDO Pakistan
Regional Chief Creative Officer: Ali Rez
Production: Wide Angle Films

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