Mountain Dew Day Of Dares Culminates In Vijayawada
Activation reaches out to 190 locations across 5 states, touching 1.5 million consumers
Vijayawada, May 21, 2015: As an extension to its latest campaign ‘Naam Bante Hain Risk Se’, Mountain Dew’s ultimate biking saga ‘Day of Dares’ saw a grand culmination in Vijayawada. One of the biggest consumer activations undertaken by any beverage brand, Vijayawada edition of the stunt-biking extravaganza saw a great consumer response with a huge turnout.
Mountain Dew Days of Dares has been designed to give bike-stunt enthusiasts an opportunity to witness high-adrenaline and breathtaking performances by professional action stunt bikers. Mountain Dew’s team of professional bikers showcased their expertise and spectacular performances for the people of Vijayawada. This year, Mountain Dew Days of Dares is travelling to 190 locations in India covering 5 states including –Jharkhand, Karnataka, Orissa, Andhra Pradesh and Tamil Nadu.
Speaking about the campaign, Ms. Ruchira Jaitly, Sr. Director, Marketing (Social Beverages), PepsiCo India said “It was encouraging to see the great turn-out in Vijayawada. The name ‘Day of Dares’ carries the essence of India’s love for stunt-biking and also sums up the life of every risk-taker. We hope to scale-up the activation as we go ahead and reach out to as many consumers as we can.”
Mountain Dew, the soft drink exhilarates like no other because of its daring extreme citrus taste. It encourages consumers to rise above fears and try something new, explore new boundaries to emerge victorious. The brand enjoys high salience in the Indian market via a deep and compelling consumer insight of ‘Naam Bante hai Risk Se’.
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.