Mountain Dew Salutes The Real Heroes Of India
Narrates the exhilarating tale of Arunima Sinha, the world’s first woman amputeeto climb Mt. Everest
Click here to watch her story
Gurgaon, May 18, 2015: Post the launch of a successful TVC earlier this year, Mountain Dew is all set to bring its philosophy of ‘Naam Bantey Hai Risk Se’ to life. As a first step, Mountain Dew honours Padma Shri Arunima Sinha, and narrates her story to inspire the youth to go beyond the conventional and emerge victorious.
The campaign captures the thought and ideology of every Indian today, who believes in facing risks to reach his or her goals. Taking examples from real life, Mountain Dew brings to life the exhilarating story of ArunimaSinha. 28-year-old Arunima is the world’s first female amputee to climb Mount Everest. Arunima lost her right leg in a train accident; however, she chose to not let her disability hold her from her goal. Overcoming numerous challenges, she continued to chase her goal of conquering theMount Everest and achieved the feat on May 21, 2013.
Speaking on the campaign, Ruchira Jaitly,Sr. Director, Marketing (Social Beverages), PepsiCo India said,“Mountain Dew has always been the original initiator that helps you break out of the ordinary. As the name suggests, ‘Naam Bante Hai Risk Se’ recognizes risk-takers who have not settled for status-quo. This is our tribute to real-life heroes who have overcome challenges in life, made a name for themselvesand set examples for others as well.”
Mountain Dew invites people who are or know of such individuals and unrecognized, realheroeswho have risen above fear, broken out of the ordinary and emerged victorious. The call for entries has been activated through digital platforms like Facebook, Twitterand the Mountain Dew website along with print ads, radio and mobile. In addition to this, a unique IVR mechanism has been designedfacilitate consumers to submit entries and also listen to Arunima’s story.
To register a new entry,give a missed call on 09223215555
To listen to Arunima Sinha’s story, SMS
About PepsiCo India :
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.
PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and lower our costs through energy and water conservation, as well as reduced use of packaging material; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in.