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posted on Nov. 18, 2025 at 10:54 amNov 19, 2025

Pepsi, IMPACT BBDO unveil Playboards – billboards dispensing women’s cricket gear

posted on Nov. 18, 2025 at 10:54 amNov 19, 2025

The world's first billboards embedded with professional-grade cricket gear, Playboards invite young girls and women to pull equipment off the board, use it to train, and place it back for the next player.

Pepsi Playboards

Pepsi, a long-time supporter of cricket and the Pakistan women’s national team, has introduced a novel outdoor solution. In partnership with the Pakistan Cricket Board (PCB) and IMPACT BBDO, Pepsi has unveiled Playboards – the world’s first billboards embedded with professional-grade cricket gear, created specifically for women.

The challenge: Cricket is the most popular sport in Pakistan, but mostly led by men. For many aspiring female cricketers, the game often poses severe hurdles such as access to proper cricket gear , especially for young girls training in informal spaces, with no support system and no equipment available that is specifically made for women.

Installed in public

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Tags:Advertising Ali Rez billboards Challenges cricket equipment female athletes female cricketers functional platform Hakima Mirza Impact BBDO marketing Mohsin Naqvi Pakistan Cricket Board PCB Pepsi PepsiCo Pakistan

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.