Mountain Dew encourages people to unleash the hero within

PepsiCo India has announced the launch of a bold new variant – Mountain Dew Game Fuel – in India. As part of the grand launch, Mountain Dew announced the Dew Arena – India’s largest ever gaming championship that aims to engage 30,000+ participants during the entire campaign by switching the ‘Hero Mode On’.

The Dew Arena is a unique nine-week gaming championship which will give the best gamers in India a chance to have their profile on the Mountain Dew Game Fuel bottle, in addition to the prize pool worth Rs 10 lakh.

Game Fuel will also reach out to gaming enthusiasts physically in the form of a massive, 50-city gaming truck activation. The culmination of these events will result in the Dew Arena finale on September 25, 2016, among the best gamers of the country. Mountain Dew Game Fuel is also giving consumers an opportunity to win an ‘Xbox One’ every day.

Meanwhile, Mountain Dew Game Fuel has also rolled out a new campaign featuring brand ambassador Hrithik Roshan.

Watch the Mountain Dew Game Fuel ad:
https://www.youtube.com/watch?v=vOzNEjpbpBU

Speaking on the launch of Mountain Dew Game Fuel and The Dew Arena, Vipul Prakash, Vice President, Beverage Category, PepsiCo India, said, “Innovation is a key driver for Mountain Dew, and we have always focused on connecting with consumers in a contextually relevant manner. Mountain Dew Game Fuel is a popular franchise globally and we are excited to add it to our India portfolio. Since gaming in India is gaining exponential popularity across platforms, the Dew Arena has been created to give enthusiasts a change to switch their Hero Mode On and unleash the hero within.”

Priyadarshi Mohapatra, Country General Manager, Consumer Channel Group, Microsoft India, added here, “Gaming, especially social gaming, is growing exponentially among Indian audiences. We have consistently received overwhelming response for our Xbox One releases in the country, underlining the expansion of the gaming community in India. We are committed to delivering unmatched and memorable experiences to Indian gamers and our partnership with PepsiCo for Mountain Dew GameFuel is a step in that direction. We are confident that the platform will attract, and appeal to, the growing Indian gaming community.”

Mountain Dew is one of the eight brands in PepsiCo India’s portfolio, each of which bring in over Rs 1,000 crore in annual estimated retail sales. The brand’s proposition is reflected in ‘Naam Bante Hain Risk Se’ – its philosophy of taking risks to make a name. Mountain Dew urges one to break out of the ordinary. Urging its consumers to break out of the ordinary, Mountain Dew’s Real Heroes campaign last year narrated the stories of four real life heroes to inspire the youth to go beyond the conventional and emerge victorious. As an extension to this campaign, Mountain Dew began 2016 with the launch of a new range of special edition neon PET bottles to celebrate the inspiring stories of Padma Shri Awardees Arunima Sinha and Shital Mahajan, Lt Col Satyendra Verma, Ghost Ryderz.