In 1958, the name of the show was changed to "El Show de IKA" (sometimes billed as "Desfile de Éxitos IKA") when Argentina's largest automaker, Industrias Kaiser Argentina (IKA) became the sponsor in a bid to sell more automobiles. Soft-drink manufacturer Pepsi Cola would also become a sponsor. At a cost of more than 3,000,000 pesos, it was the most expensive television show produced in that country, and the first to use cameras mounted high above the stage to capture exceptional visual effects.