New Delhi, April 9 :    New Delhi, April 9:  Javagal Srinath can be lethal off the field too. The lanky Indian medium pacer has bowled a legal bouncer to Pepsi Foods Ltd, objecting to the use of his photograph in the cola major's scratch card promotion scheme. Srinath has an exclusive arrangement with Pepsi's arch rival Coca-Cola for advertising campaigns. The legal notice, sent through the Mumbai-based law firm Consulta Juris, states that PFH Entertainment Ltd, agent for looking after the business interests of Javagal Srinath, had agreed to arrange for photographs and video shoots of the cricketer exclusively for Coca-Cola. The notice says that the agency along with Srinath and Coca-Cola were surprised to learn that Pepsi has been distributing photocards showing the Indian medium pacer along with other cricketers from the Indian team. It alleged that on the said cards Pepsi has also advertised its soft drinks. In its letter dated March 23, PFH Entertainment said Pepsi's act of using Srinath's photograph amounts to derogatory treatment and issuing the same to public infringes the right of its client Coca-Cola and the cricketer. Reacting to the development, a Pepsi spokesperson said the company had obtained a permission from the Board of Control for Cricket in India (BCCI) to publish photograph of any member of the Indian cricket team in its scratch card promotion scheme. For the purpose of promotion not only Indian cricketers but Australian players were also used in the cards (called scratch cards/toss cards). Quoting from its reply to the said notice, Pepsi's spokesperson said, 'The running of such a promotion of photocards was pursuant to our agreement with the BCCI.' The Pepsi spokesperson, however, pointed out that the scratch card promotion scheme has ended with the conclusion of the India-Australia cricket series. 'We had sent a reply to the legal notice immediately after getting it and stated our contention of having sought permission from BCCI,' the Pepsi spokesperson said. We received no further reply, he said. The spokesperson also maintained that no cricketer in the card is endorsing the product, though he agreed that these were 'Pepsi cards' Pepsi, on its part, has alleged that Coke has deliberately raised this issue since a court battle is already going on regarding the controversial 'Dil mange more' line of Pepsi by Coke. On the rationale of BCCI permission given by Pepsi, Coke's spokesperson said, 'How can the contract between two parties be violated by claiming permission from a third body?' Pepsi however maintained that it has used the scratch cards to provide interesting statistics on the players of the Indian cricket team. Interestingly, another cricketer who features in the scratch card, Anil Kumble, has also got an exclusive advertising contract with Coca-Cola.