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Tag: Mountain Dew

  • Mountain Dew targets MMA fans with SFL sponsorship

    MUMBAI: PepsiCo‘s carbonated soft drink brand Mountain Dew has joined hands with Super Fight League, the first India-based Mixed Martial Arts property founded by Raj Kundra.

    The association brings alive the brand philosophy of ‘Darr Ke Aage Jeet Hai’ as the new season of Friday Fight Nights commences on 29 March in Mumbai.

    Mountain Dew has always supported extreme sports that test the true strength and spirit of the mind and body. As a brand, it has constantly identified itself with energy, bravado and fortitude.

    In this exhilarating season, MMA warriors from all across the globe will come together in a legendary battle for the ownership of the Championship Title belt and the honour of being known to all as the Super Fight League World Champion.

    With 11 title belts this season, 8 for males and 3 for female weight categories, the battle has only heated up.

    PepsiCo India Category Director- Flavours Ruchira Jaitly said, “Mountain Dew is proud to partner with the Super Fight League. The brand has always aimed at inspiring people to be fearless and believing in their convictions. Celebrating the spirit of confronting fears to win, Mountain Dew’s ‘Darr Ke Aage Jeet Hai’ philosophy has always urged consumers to shrink their fears, move ahead with a self- belief and explore new boundaries. The brand enjoys high salience in the Indian market via an engaging platform of experiencing action sports like never before. Super Fight League brings together wonderful athletes from the entire world to showcase their talent and we are hopeful of an exciting season ahead.”

    “I am extremely excited about partnering with Mountain Dew. The brand has always stood for fearlessness and adventure. I am sure that our journey together in SFL would be full of spirit, courage and good sportsmanship. The long haul for victory, the ‘can-do’ attitude of the brand is in perfect keeping with the motto of Super Fight League. Martial Art is an inspiring sport. It seeks to tell everyone what can be achieved with a ‘never-say-never’ attitude and hard work,” commented Raj Kundra, Co-Founder, Super Fight League.

    SFL‘s Friday Fight Nights will be televised live on Star Sports, Star Sports 2 every alternate Friday besides being live streamed on YouTube.

  • Pepsico renews strategic partnership with PVR

    Pepsico renews strategic partnership with PVR

    MUMBAI: PepsiCo India, the leading food and beverage company, has renewed its strategic partnership with multiplex major PVR Limited.

    As part of this 5-year partnership, PepsiCo India will be the official ‘Pouring Partner‘ for carbonated soft drinks, health drinks, juice based drinks, beverages, packaged juices and water at all the 166 PVR screens spread in over 22 cities across India.

    With this, PepsiCo India intends to strengthen its position as a food and beverage player in the organised multiplex category.

    PVR Ltd chairman and managing director Ajay Bijli said, “The 15 years of association with PepsiCo have been truly fruitful and we aim to take it to the next level by announcing PepsiCo as official ‘pouring partner‘ for carbonated beverages, packaged juices and water at all our outlets across India. The range of beverages that PepsiCo offers is vast and at the same time it is popular amongst the movie aficionados. With popularity of the brand across target audiences, we see this partnership as a long and successful one.”

    The two parties had launched integrated marketing programmes around the likes of the 2011 Cricket World Cup and the recent Change the Game campaign.

    The partnership also pioneered the Pepsi + Popcorn combo for cinema-goers with its own separate communication developed by the brands. The partnership will help strengthen PepsiCo India‘s efforts in garnering consumer insights, feedback and trials for new product development and engagement ideas, the company said.

    PepsiCo India CEO – Beverages Praveen Someshwar said, “Our association with PVR has only grown manifold over the last 15 years. With more than 25 million footfalls in 2011-12 and an increasing pan India presence, this association further consolidates our presence across the organized multiplex category. PVR is a valued strategic partner and will play a pivotal role in building scale, visibility and greater consumer engagement opportunities for our beverage brands. We look forward to working with PVR to help the combine, garner an increasing revenue share of the category over the next five years.”

    Beverages from PepsiCo India include brands like Pepsi, Mirinda, Mountain Dew, 7UP, Nimbooz Masala Soda, Lehar Evervess Soda, Slice, Gatorade and Aquafina.

  • Mountain Dew brings skateboarding to India in latest TVC

    Mountain Dew brings skateboarding to India in latest TVC

    MUMBAI: Food and beverage company PepsiCo India has unveiled a new campaign ‘Darr Ko Maro Dew‘ for its beverage brand Mountain Dew. The campaign is based on the concept of facing your fears and overcoming them with a bold, daring and a can – do attitude.

    The campaign is created by Taproot India and produced by RDP.

    The campaign brings to India leading skateboarders, BMX & FMX professionals along with the internationally popular Mountain Dew Xtreme Tours through a new TVC that was launched along side the start of IPL 5. It sets out to amplify and instill a feeling of confidence to shrink your fears and get ahead in life with “Darr ko jitna chota samjho utna hi achha hai”.

    Kick-starting the campaign, Mountain Dew recently associated with boxing champion Vijender Singh; World champion wrestler Sushil Kumar; and Indian national hockey player Sandeep Singh and has given consumers a unique opportunity for to train with the top athletes in India for a day. Both Vijender Singh and Sushil Kumar were seen conquering their fears in Mountain Dew‘s on-air campaign around the theme of ‘Darr Ko Maaro Dew‘.

    PepsiCo India EVP- marketing beverages (flavours) Ruchira Jaitly said, “Mountain Dew has always believed that going beyond fear is the path to victory and with this latest campaign, we urge the consumers to shrink their fears and move ahead with a self- belief and a never say die attitude to win. Aligned to this thought, we had initiated this season with an association with Vijender Singh, Sushil Kumar and Sandeep Singh, who have been a source of inspiration to us by emerging victorious after facing testing times and the toughest of challenges.”

    Taproot national creative director Agnello Dias said, “This film stays consistent with our current year‘s interpretation of the emotion of fear – that the more we are scared, the larger any fear grows and the more one confronts it, the smaller it seems. We‘re happy to build on the classic Dew platform of Darr ke aage Jeet hai.”

    The Mountain Dew Xtreme Tours will unveil over five locations namely Delhi, Bangalore, Hyderabad, Lucknow, Ludhiana and Chandigarh. Professional skateboarders BMX and FMX will share their trade secrets in interactive consumer workshops and on ground interactions with consumers across the country. The “Mountain Dew Xtreme Tours” will be supported by a 360-degree approach including on-air, outdoor nd on-ground initiatives and digital engagement programmes.

  • Total Sports Asia, Mountain Dew launch adventure reality show

    Total Sports Asia, Mountain Dew launch adventure reality show

    MUMBAI: Mountain Dew, the drink that celebrates the adventurous pulse of the youth, has launched an adventure reality show with Mountain Dew Himalayan Challenge 2006.

    Mountain Dew has partnered with Uttaranchal Tourism and associated with co-sponsors – Ten Sports, Mentos, Hercules TI and Weekender. The event is being managed by Total Sports & Entertainment India.

    The event will see 10 teams of 3 contestants each, pitted against each other amidst the mighty range of Himalayas to win prize money worth Rs 200,000 . The Challenge will comprise of teams participating in adventure sports such as rock-climbing, rappelling, GPS navigated cross-country, white-water rafting and mountain biking.

    The event will air over five episodes on Ten Sports, from May to June 2006. Besides this, the event will be promoted through heavy activation in press and outdoors to create awareness and build participation.

    Pepsi India executive VP, marketing – flavours Pratik Pota says, “The Mountain Dew Himalayan Challenge 2006 is designed for all adventure enthusiasts who dare to challenge and showcase their competitive streak. The event exemplifies Mountain Dew’s daring imagery and we are positive that this will help strengthen Mountain Dew’s association with adventure sports as well as enhance consumer connect in India”.

    Total Sports Asia director business development Shail Kapri says, “We are proud to associate with Mountain Dew and launch the mega ‘Mountain Dew Himalayan Challenge 2006’ in India. Adventure sports is fast gaining popularity in India and the event is a reflection of the adventurous spirit that has caught the attention of the youth. We are positive that such initiatives will give a boost to the competitive sport segment in India”.

    The event will be held in Auli and Rishikesh from 23 to 25 April. On the first day, the teams will compete across rock-climbing, rappelling and cross-country in Auli. On the 25th, they will raft down from Kaudiyala to Laxman Jhoola in Rishikesh, followed by mountain biking through Rajaji National Park till end at Rishikesh Barrage. The prize presentation ceremony will take place on the eve of 25 April, which will also see the winners of the ‘Runner-Up Trophy’ and the ‘Mentos Trophy’ for the ‘quick thinking’ team.

    To participate in the event consumers can fill entry forms, available at any of the 52 Weekender stores across the country. They can also log on to www.dewdares.com and enter the challenge. The last date for entries is 18 April. The teams will be selected from across 40 cities and will comprise of 3 members each. The nationwide selection will be on the basis of various parameters such as fitness, health, past experience etc. Entry is open to all above 18 years of age and is free of cost.