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Tag: Ruchira Jaitly

  • Johnnie Walker Luxe Blended Water debuts ‘The Walkers List’

    Johnnie Walker Luxe Blended Water debuts ‘The Walkers List’

    MUMBAI: For over 25 years, Keep Walking has been a rallying cry for bold progress and purposeful action. In its latest expression of this enduring philosophy, Johnnie Walker Luxe Blended Water presents The Walkers List — an avant garde cultural platform bringing together changemakers, creators and innovators all toward creating a movement that embraces the spirit of progress.

    The Walkers List brings together a collective of celebrated individuals who challenge norms, reimagine possibilities, and leave a lasting imprint on their communities and the culture at large. At its heart, The Walkers List seeks to inspire purposeful action through collaboration, providing a stage for those who represent the virtue of never standing still.

    The platform, in its inaugural edition, is supporting a collective of creative disruptors and collaborators that redefine boundaries and progress in the fields of art, dance, music, and fashion. So, get ready to experience:

    . The Walkers Jersey by Virat Kohli x Saina Nehwal – A transformative collaboration that transcends sports to champion equality and progress. Co-created by two of India’s most celebrated sporting icons, this exclusive jersey embodies a powerful commitment to elevating women’s sports and creating equal opportunities. Designed not just for athletes but for every advocate who believes in gender equality in sports, The Walkers Jersey invites supporters to wear their values and walk alongside the change they wish to see.

    . Paizār-e-Pashm by Babar Afzal × Aprajita Toor– A bold reimagining of artisanal heritage, where traditional cashmere pashmina craftsmanship meets culturally inspired yet modern footwear designs, to create a timeless impact. Proceeds from the sale of the footwear will go towards the upliftment of the sustainable cashmere pashmina shepherding and artisanal community by Pashmina Goat Project and an NGO supporting handicraft artists in keeping alive traditional arts of India.

    . Dhwani by Shilo Shiv Suleman × Colleena Shakti – An immersive art installation that brings together handcrafted metalwork and responsive movement to create a living expression of “keep walking”. This installation was successfully showcased on 27th July, 2025, at Snowball Studios, Worli. This collaboration celebrates community and craft, featuring master Lohar artisans from Jaipur and local Odissi dancers who worked closely to blend traditional Indian metalworking and dance techniques with contemporary vision. The 250-kilogram golden spiral installation transcends static art through movement, light, and human connection, while creating sustainable opportunities for craftsmen and preserving cultural heritage.

    . The Planet Song by Ricky Kej × Rashmeet Kaur – A powerful sonic exploration advocating for sustainability and social change through genre-defying track by a Grammy award winning artist and an innovator on traditional folk music forms from India.

    With these bold new creations, The Walkers List ignites a powerful cultural shift — inviting audiences to discover how purpose-driven collaborations and fearless creativity are shaping the future, one boundary-breaking idea at a time.

    “Johnnie Walker Blended Luxe Water believes progress is never a solo journey. The Walkers List was created to champion individuals who are challenging conventions and shaping the future through creativity and community impact,” said Diageo India CMO Ruchira Jaitly (USL). “With this initiative, we bring the Keep Walking narrative to life — not just through words, but through impactful, positive action.”

  • Smirnoff stirs up a flavour fiesta with Minty Jamun, Mirchi Mango and Zesty Lime

    Smirnoff stirs up a flavour fiesta with Minty Jamun, Mirchi Mango and Zesty Lime

    MUMBAI: Smirnoff Is raising the bar (and a few eyebrows) with the launch of three punchy new flavours — Minty Jamun, Mirchi Mango, and Zesty Lime — tailor-made for the bold, experimental tastes of India’s new-age drinkers.

    Now hitting shelves across Karnataka, Uttar Pradesh, Haryana, and Maharashtra, this flavour-forward line-up is part of Smirnoff’s India-first playbook, as it courts the Gen Z and millennial crowd that prefers party nights on rooftops over banquets, and DIY cocktails over bar menus.

    “We’re seeing a clear shift in how young Indians approach their favourite spirits — they want global brands to build a stronger local connect that is fresh and premium and yet playful. With Minty Jamun, Mirchi Mango,and Zesty Lime we’re not just offering new flavours, we’re creating moments of discovery that are vibrant, social, and rooted in today’s cultural codes,” said Diageo India (USL) CMO Ruchira Jaitly.

    Each variant packs its own punch:

    . Minty Jamun: A throwback to schoolyard summers, now with a stylish twist

    . Mirchi Mango: A sweet-spicy bombshell, echoing India’s chilli-laced fruit obsession

    . Zesty Lime: Bright, breezy and built for easy pours at pre-games and house parties

    The launch is wrapped in Smirnoff’s new campaign “Flavour is a Vibe” — a cheeky nudge to embrace taste with spontaneity, style, and a generous splash of self-expression.

    With India’s cocktail culture bubbling over and at-home mixology becoming the new norm, Smirnoff’s latest desi detour is likely to find itself clinking glasses at celebrations of every size. Because in 2025, it’s not just about what you’re drinking, it’s how you vibe with it.

  • Walkers & Co enables emerging Indian filmmakers with The Walkers Project

    Walkers & Co enables emerging Indian filmmakers with The Walkers Project

    Mumbai: Walkers & Co, in collaboration with Film Companion, announces the launch of The Walkers Project, a purpose-driven initiative aimed at enabling two promising Indian filmmakers with bold and unique voices. By spotlighting talent that embodies the spirit of progress and inclusion, this program is committed to fostering a culture of meaningful storytelling and creative excellence.

    “Our goal with The Walkers Project is to empower emerging filmmakers to tell stories that inspire people to keep walking and push boundaries for a more inclusive and progressive society, while enabling diverse voices from India,” said Diageo India CMO Ruchira Jaitly. “We believe in the power of cinema to drive conversations, challenge norms, and shape the future, and this program is one step in our commitment to supporting the next generation of exceptional storytellers.”

    The Walkers Project involved a rigorous selection process involving film critics, curators, and industry experts, led by renowned figures Anupama Chopra and Deepti DCunha. This led to Ambiecka Pandit and Akshay Parvatkar emerging as the Walkers, chosen for their distinct voices, conviction, and potential to create impactful cinema. The selection process was followed by intense mentoring sessions and workshops, preparing the filmmakers for the Cannes Film Festival 2024, where the biggest business of films happens in the world. The mentoring sessions were led by Oscar-winning producer Guneet Monga, along with Anu Rangachari, Jerome Paillard and Christian Jeune from the Cannes Film Festival. The aim of the program is to provide invaluable and once-in-a-lifetime exposure and networking opportunities to the young filmmakers. Upon returning from the film festival, the young filmmakers will also be making a fictional film each on the theme of “Keep Walking”.

    “I am thrilled to be part of The Walkers Project and work closely with Ambiecka and Akshay,” said Guneet Monga, Oscar-winning producer and mentor. “This program is about more than just attending Cannes or creating short films; it’s about empowering filmmakers to amplify their voices, advocate for change, and shape the future of cinema.”

    Renowned film critic and Film Companion founder Anupama Chopra said, “One of my big joys is enabling new filmmakers. With this partnership between Film Companion and Walkers & Co., I hope we can empower the two selected filmmakers to tell stories that matter. I am really excited to see the films Ambiecka and Akshay make under this programme and how they use their learnings from the Cannes Film Festival to ‘Keep Walking’ and to bring to life films that inspire progress.”

    Ambiecka Pandit, an independent writer-director, brings a fresh perspective and relentless optimism to her craft, aiming to parcel emotional, intellectual, and spiritual impulses of communities through her storytelling. Akshay Parvatkar, a scriptwriter/director, challenges societal norms and preconceived assumptions with his empathetic narratives, pushing boundaries and fostering meaningful dialogue.

    Speaking on program, Akshay Parvatkar said, “The Walkers Project promises to give me the chance to bring my stories to life on a bigger stage. I’ve always hoped to tell stories that I feel need to be heard, and through this once-in-a-lifetime opportunity, I wish to collaborate with visionaries who have the power to reach a larger audience. I’m grateful for the mentors’ belief in my vision and for the opportunity to Keep Walking towards my dreams and try to inspire change one step at a time.”

    Ambiecka Pandit, while talking about the program, mentioned: “The Walkers Project is an incredible opportunity to partake in a cause much larger than oneself. To be able to participate and contribute with my film to an initiative I feel strongly about is prize enough, but the project also gifts us the opportunity to Keep Walking and experience the largest film festival in the world. Cannes is the Mecca of film festivals, and being able to witness it firsthand will definitely be a defining experience for a young filmmaker like me. It will help see the best of art and commerce come together and understand deeper how the ecosystem of world cinema works. An ecosystem I wish to belong to.”

    The Walkers Project embodies the collective efforts of Walkers & Co, Film Companion, industry experts, and the selected filmmakers to champion talent, drive progress, and bring meaningful stories to audiences worldwide. In its truest sense, it is the coming together of collaboration and co-creation for enabling the community.

  • ASCI and the Unstereotype alliance unveil study on Diversity & Inclusion in Advertising

    ASCI and the Unstereotype alliance unveil study on Diversity & Inclusion in Advertising

    Mumbai: The Advertising Standards Council of India (ASCI) and the UN Women convened Unstereotype Alliance (UA), launched their collaborative study on Diversity and Inclusion (D&I) in Indian advertising. The report, prepared by Kantar, a global brand research partner to the world’s leading companies, deep dives into a critical component of ESG (environmental, social and governance) goals of corporates. The study was unveiled at the DEI Edge Summit, co-hosted by ASCI and UA, and supported by organisations such as Diageo, HUL and Disney Star.

    The joint report provides new insights on Indian advertising’s D&I representation versus global practice (leveraging data from the 2023 Global MONITOR survey) and a wealth of original findings on Indian advertising trends accommodating D&I. Some of the key dimensions of D&I representation mapped in the report were age, gender, sexual orientation, race, physical appearance, social class, disability, and religion, across 28 markets around the world.

    The global dimension

    Compared to 33 percent of consumers across the world, 48 percent of Indians expressed the need for more inclusive representation by brands. India’s socially aware consumers are an encouragement for brands on the way to inclusiveness and a wake-up call for those yet to embrace D&I.

    The research scoured through all the new ads that aired in October 2023. Coupled with Kantar’s extensive analysis of advertisements over the past few years, the study provides a snapshot of the patterns, progress, and scope for improvement in DEI in India.

    Key findings of the Indian study: There was a near absence of representation diversity in Indian advertising.   The study found a dismal less-than-1 % representation of the LGBTQ+ community, people with disabilities featured in less than 1% of the ads and only 4% of Indian ads depicted people aged above 65 years.

    Women representation: While the presence of women in ads was comparable to men, sticky stereotypes still prevail. More women are portrayed with fair skin tone (58% of women vs 25% of men on-screen), with less diverse physical appearance (39% of women were shown as slender vs 16% men on-screen) and low non-traditional roles (17.5% of women were depicted as the sole caregiver vs 3.5% men characters) and less authoritative (with male characters three times more authoritative than their female counterparts).

    Women tended to be shown as younger with 86% of them between 20 and 39 years of age compared to 62% of men.

    ROI boost

    The study’s Unstereotype Metric or UM, designed by the Unstereotype Alliance with Kantar, regularly tracks advertising to understand the impact on ROI for brands with more progressive advertising.

    Positive female and male UM unlocked higher marketing ROI, the study found, both in terms of short-term gains in sales and long-term benefit of brand equity.

    There was an average percentile difference of over 54 (more positive female UM) and 59 (more positive male UM) in brand equity and an average percentile difference of over 32 (more positive female UM) and 38 (more positive male UM) in short term sales likelihood between ads in the top quartile and bottom quartile on the Unstereotype Metric in ads tested by Kantar in 2022.

    The DEI Edge Summit

    Inclusive casting, greater diversity with organisations, and aligning with the D&I purpose are just some of the areas advertisers can explore to embark on a successful D&I journey. The summit brought together several expert voices to explore the barriers to D&I adoption and possible ways ahead, showcasing different brand case studies, and providing insights for brands wishing to embark on this journey. Leading experts from the Industry, D&I champions, and media and films shared their views and journeys in this space.

    ASCI CEO & secretary general Manisha Kapoor said, “There is no doubt that advertising shapes society. Indian advertising is missing the Diverse and inclusive narratives that can provide a real edge to brands, as can be seen in the study. Along with The Unstereotype Alliance and other partners, ASCI would like to nudge and support the advertising industry in getting its DEI representation right. The opportunity to include diverse perspectives and stories is a powerful one, and the event showcases the immense benefits both brands and society can derive from such progressive inclusions.”

    Brands which have internalised DEI agree. Diageo India CMO Ruchira Jaitly said, “As marketers, we have a crucial role to play in championing inclusion and diversity and in telling stories that elevate diverse and progressive voices through brand campaigns where everyone is represented, from script to screen, and which resonate with our consumers.  We started our journey on progressive portrayal seven years ago and are proud of our progress. Diversity, Equity, and Inclusion is a critical component of Diageo’s Society 2030 ambition and progressive marketing is a core part of this ambition.”

    UN Women country representative Susan Fergusan said, “We, as the conveners of the Unstereotype Alliance India National Chapter, are pleased to host the DEI EDGE SUMMIT in collaboration with the ASCI Academy. Over the past two years, the Unstereotype Alliance in India has united brands, organizations, and individuals who believe in the transformative influence of advertising and media in fostering an inclusive society. Our efforts transcend campaigns; we strive to dismantle stereotypes, fostering a cultural shift that champions diversity and inclusion in advertising industry”.

    About this report

    The objective of the 28 DEI Country Factbooks is to provide companies with a basic understanding of the diversity landscape and the key equity and inclusion issues in each of the 28 markets* covered in the Global MONITOR survey.

    Primary data sources: Most quantitative findings are based on the 2023 Global MONITOR survey. The survey is collected among 36,000+ consumers, age 13+, in 28 markets* around the world.

    *Markets included: Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Nigeria, Philippines, Poland, South Africa, South Korea, Spain, Sweden, Taiwan, Thailand, Turkey, United Kingdom, United States and Vietnam.

    Other key sources cited:

    1   World Factbook

    2   Social Progress Index

    3   WEF Gender Gap Index

    4   World Bank

    5   Gallup Poll

    6   Ipsos Poll

    Terminology: Throughout the report, the term LGBTQ+ is used to refer to the Lesbian, Gay, Bisexual, Transgender and Queer community. The term LGB is used when referring to survey respondents who identify as Lesbian, Gay or Bisexual.

  • FC Goa welcomes Mc Dowell’s No.1 Soda as the club’s new associate sponsor

    FC Goa welcomes Mc Dowell’s No.1 Soda as the club’s new associate sponsor

    Mumbai: Football club FC Goa welcomes McDowell’s No. 1 Soda, Diageo India’s flagship brand, as the club’s new associate sponsor for the 2022–23 season of the Hero Indian Super League. The brand will be the key enabler of friendships and camaraderie throughout the season.

    Through this association, McDowell’s No.1 Soda will ensure that the fans have fun with their ‘yaars,’ at home or in the stands. As part of the partnership, McDowell’s No.1 Soda will appear on the upper sleeve of the FC Goa shirt for the entirety of the ISL season.

    FC Goa VP Ravi Puskur weighed in on the association, saying, “McDowell’s No.1 Soda is one of the most recognised brands in India and one that is associated with celebration. And this year, I believe, is one where we are celebrating football with fans allowed to be back in the stands.

    “Our goal has always been to provide fans reasons to celebrate their favourite football team, the beautiful game, and the moments that come along with it. Thus, I believe we will be able to find several synergies across the season for the brands to collaborate and bring success to all.”

    Diageo India executive VP and portfolio head of marketing Ruchira Jaitly said, “Football is the ultimate team sport, and the sportsmanship and camaraderie on and off the field are legendary. With this ISL season, McDowell’s No. 1 Soda, in association with the FC Goa, is proud to be a part of this team of ‘yaars’ and to celebrate those special moments of ‘Yaari,’ whether on or off the field, in a sport that is a passion with every Goan.

    McDowell’s No. 1 Soda shares the same sentiments about the true bonds of ‘Yaari’ as does team FC Goa, and together, we look forward to making memorable moments happen for consumers and sportsmen alike this season.”

  • McDowell’s No. 1 launches #No1YaariCheers campaign to unite IPL fans

    McDowell’s No. 1 launches #No1YaariCheers campaign to unite IPL fans

    Mumbai: McDowell’s No. 1 has launched a cheerful campaign #No1YaariCheers that intends to unite IPL fans and create delightful Yaari moments. It will add a fun and energetic twist to the regular cricket viewing experience.

    The campaign conceptualized by DDB Mudra, features IPL players such as Virat Kohli from Royal Challengers Bangalore, Yuzvendra Chahal from Rajasthan Royals, Kieron Pollard from Mumbai Indians and many more, to bring alive the stadium action on the screen.

    Speaking about this association Diageo India’s executive vice president and portfolio head, marketing Ruchira Jaitly, said, “Cricket is a sporting extravaganza that brings the entire country together with inspiring sporting action that’s a feast for Indians across the length and breadth of the country. So naturally, we are delighted to be associated with these 6 iconic teams.”

    “Moreover, this cricket season is the perfect platform to bring alive the special moments when yaars connect and make magic happen, whether while playing or while watching this tournament. To further add to the fun and entertainment, we are excited to give fans a chance to cheer for their teams with inspiring and playful language like never before. McDowell’s No.1 Soda is proud to share the spirit of Yaari with these amazing teams and build a meaningful new partnership,” he added

    Commenting on the campaign, DDB Mudra’s executive creative director- west Neeraj Kanitkar said, “No.1 Yaari, six of the biggest IPL teams and 18 superstars deserve a grand platform. #No1YaariCheers is just that. A new language of Yaari that fuses what yaars do – from showing support to inspiring to teasing to provoking to badgering and everything in between – support, inspire, tease, provoke, badger – with the language of cricket. With the cricketers not having so much activity but simply expressing their Yaari for each other, they brought their style to the cheering/chanting. Making for entertaining shoots and an exuberant bunch of films.”

    DDB Mudra executive vice president and business partner Sujay Ghosh added, “Chants (Cheers) connect people and help form stronger bonds with their group of friends and fans. We took this insight and developed a campaign which can play a role in culture during this cricket season. McDowell’s No. 1 has always stood for bonds of friendship. And cheers have always brought fans together and made their fandoms epic, we mounted our idea based on these two inputs and created a new language for fans and friends to enhance the engagement and celebration for this cricket season across languages and regions.”

    The campaign is currently live across digital platforms such as Disney+Hotstar, YouTube, mCanvas, Facebook and Twitter.

  • Askme bags advertising campaign of the year award at Indian eRetail Congress 2015

    Askme bags advertising campaign of the year award at Indian eRetail Congress 2015

    MUMBAI: Askme has won the marketing or advertising campaign of the year award at the Indian eRetail Congress 2015. The award recognises innovative marketing initiative by Askme, which has garnered positive results for the eRetailers.

     

    Askme Group CMO ManavSethi said, “Askme act as an enabler for SMEs across the nation and online retail provides variety and convenience to them. For every retailer or eRetailer, customer experience is the key and the differentiation is fading for the consumer because of their profile and demographics. At Askme, we strongly feel that online presence to small and medium business in India can benefit them greatly by opening up new market opportunities.”

     

    The Indian Retail Congress 2015 witnessed the participation from various industry stalwarts like Panasonic India president CEAMA & MD South Asia Manish Sharma; L’Oreal India director – Consumer Products Division SatyakiGhosh; Pepsi Co India senior director – Social Beverages RuchiraJaitly; Burger King India chief financial officer Tanmay Kumar; Future Group & Big Bazaar Direct director VivekBayani; Cardekho.com president and Gaadi.com CEO Umang Kumar.

     

    On receiving the award Sethi said, “We are honored to receive this esteemed recognition from Indian Retail Congress. This recognition sends a strong vote of confidence that at Askme, we are committed to providing the best services and create new benchmarks for the industry.”

  • Big RTL Thrill’s Fear Factor – Darr Se Takkar brings on board Mountain Dew and Vista D90 as partners

    Big RTL Thrill’s Fear Factor – Darr Se Takkar brings on board Mountain Dew and Vista D90 as partners

    MUMBAI: BIG RTL Thrill has brought on board key male targeted brands Mountain Dew and Vista D90 as the title sponsor and associate sponsor respectively, for its show Fear Factor – Darr se Takkar.

    With the channel reaching out to male audiences in the 15-44 years age group, the association enables Mountain Dew and Vista D90 to communicate with their TG. Mountain Dew’s campaign stays true to its positioning – ‘Darr Ke Aage Jeet Hai’, while the Vista D90 campaign communicates the ‘Designed to Thrill’ spirit.

    Reliance Broadcast Network regional TV business head Sunil Kumaran said, “Our association with Mountain Dew and Vista D90 underlines our belief in creating a channel, offering action based content, to male audiences. These far, mass male targeted brands have had to make do with GEC’s, to reach their audiences even though it is a well known fact that these channels are more women titled. Big RTL Thrill comes as an answer to an advertisers’ quest for a platform that reaches male audiences effectively.”

    Mountain Dew category director-flavors Ruchira Jaitly said, “Mountain Dew as a brand has always inspired people to face their fears to emerge victorious because the brand believes that beyond fear lies victory. Fear Factor – Darr Se Takkar is an ideal platform for us to associate with since the content of the show resonates well with the content of our communication.”

    “Our association with Fear Factor – Darr Se Takaar on BIG RTL Thrill resonates the new Vista D90 positioning – all about the adrenalin rush of those who constantly seek thrill. The association goes far beyond just ‘staple diet’ sponsorship and connects with the right audience in interesting ways,” said Lodestar UM vice president Deepak Raj Netram.

    BIG RTL Thrill is available across the platforms of Reliance Digital TV, Digicable, Sity cable, Incable, Hathway Digital, 7 Star Cable, JPR, Satellite, Star Broadband and others.

    The show will ride on Reliance Broadcast Network’s consumer awareness campaign called ‘Choose Your Set Top Box Wisely’ / ‘Samajhdari se Chune, Apna Set Top Box’. After an extremely successful roll-out of the campaign across the 4 metros in DAS phase I, the campaign now extends across 38 cities in DAS phase II.

    The 12-week campaign launched on 1 April has been designed to empower consumers with information on digitization. Simultaneously, it also offers distribution partners an excellent opportunity to strengthen brand equity. The campaign will see an extensive multi-media marketing push with the help of RBNL’s marketing muscle and expertise and will be promoted across the platforms of television, radio, cinemas, digital, outdoor, and on-ground.

  • Mountain Dew launches summer campaign with Hrithik Roshan

    MUMBAI: PepsiCo’s Mountain Dew unveils its new brand campaign featuring Hrithik Roshan.

    The new Mountain Dew commercial created by Taproot India creative director Agnello Dias and directed by Prakash Varma is about embracing courage and overcoming one’s apprehensions; it embodies the brand’s philosophy of ‘Darr se Mat Daro, Darr Ke Aage Jeet Hai’.

    The film shows Roshan facing his fear of the deep blue sea and taking a plunge into the icy waters from a cliff. This is the first campaign that Roshan has shot with Mountain Dew coming on board as brand ambassador this February.

    PepsiCo India category director- Flavours Ruchira Jaitly said, “We are excited about the new summer campaign by Mountain Dew, with our brand ambassador Hrithik Roshan. This campaign is true to the brand philosophy ‘Darr Ke Aage Jeet Hai’ and brings alive how one can face the worst fears and vanquish them. It was a challenge to shoot this ad, given the location and the need to look authentic, and we had the perfect partner in Hrithik, who went all out to make the dive come alive. We look forward to a strong surround campaign to bring alive this new creative. ”

    Dias said, “Everybody feels fear. To be courageous is defined by one’s fear rather than the fact that they feel no fear at all. Hrihitk’s personality in real life and on-screen is well rounded and multi-dimensional. That’s a great thing about him because he can be vulnerable and fearful like a normal person and transform into a heroic and fearless performer the next moment. He has the ability to carry off both with equal ease.”

    The on-air campaign will be supported by robust outdoor, online and on-ground activation.

    Mountain Dew is also the Broadcast Partner for Pepsi IPL 2013, and will leverage the presence on this impactful summer property with the new creative.

    In the ad film, Roshan is seen enjoying at the beach with his friends who urge him to come for a swim. But Roshan, who has an immense phobia of deep water, predictably refuses. Not being able to even justify his fears to himself, he takes a swig of his Mountain Dew. After a while, to everyone’s shock, Roshan is seen atop a cliff, poised to jump into the abyssal ocean. It is this moment when he is on the brink of overcoming his worst terror by taking that one leap of faith, which destroys his fear completely rather than just fighting it.

  • 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.