New Delhi, Feb. 15 :    New Delhi, Feb. 15:  Tobacco's loss may turn out to be cola's gain. With tobacco having being stumped by a yorker, Pepsi is eyeing the mind space vacated by ITC on the cricket fields. The cola major is keen to increase its association with the gentleman's game, which, despite having lost quite some of its pristine charm to match-fixing, has lost none of its popular appeal and therefore remains as lucrative as ever to advertisers. Though the company maintains 'it is still early' to say if it will go all the way to be the official sponsor of the game, Pepsi is known to keep its cricket cards close to its heart. The company is launching its 'toss card' campaign to coincide with the Pepsi series test matches beginning February 27 and the Pepsi Cup one-day matches that will follow.. These 'toss cards' are scratch cards promising hundreds of gold coins engraved with mug shots of Saurav Ganguly. Prizes also include hundreds of silver coins and 10,000 team shirts. Besides, consumers can collect cards with photographs of Indian and Australian cricketers and game trivia, on buying regular bottles of Pepsi. 'Pepsi's events are aimed to reach out to its target audience, which is the youth,' a Pepsi spokesperson said, adding, 'Pepsi plans to organise a lot of big-time music events in the days to come.' In fact, music happens to be the key to Pepsi's bonding with the youth. Said Vibha Rishi, executive director (marketing) Pepsi Foods Ltd, 'Music is an integral part of Pepsi's channel of communication with the youth. It has lined up a number of mega music events.' Top on its chart of events is the concert of rap star MC Hammer, who is scheduled to perform on February 21 in Bangalore. However, his date with Mumbai on 23rd is likely to be a ticketless event, said the spokesperson. MTV will telecast the 'MC Hammer - King of Rap, India' concert tour at a later date. Last year Pepsi organised the Pepsi W2K Millennium Concert, which featured shows of Vengaboys and Born Again. Later in the year it conducted a five-city tour of Lou Bega (of Mambo No5 fame).