New Delhi, February 1, 2013: More adventure, more excitement and more fearlessness...PepsiCo’s daring drink Mountain Dew signs on Bollywood’s superstar Hrithik Roshan as its new brand ambassador. Celebrated actor, a youth icon and an adventure sports fan, Hrithik resonates well with Mountain Dew’s philosophy and exemplifies its ‘can do’ attitude.
Speaking on the association, Ruchira Jaitly, Category Director- Flavours, PepsiCo India, said “We are proud to associate with Hrithik Roshan, who truly reflects the daring, bold and fearless persona of the brand and its consumers. He is a true embodiment of the brand’s philosophy of DarrKeAageJeetHai and we are thrilled to have him on-board. With his love for all things extreme, Hrithikis the perfect fit for the brand and will take its philosophy to a whole new level. We look forward to a blockbuster summer and are confident that this partnership will be mutually rewarding”.
“Mountain Dew has always celebrated the bold and adventurous spirit of the youth. I am a big fan of its ‘can-do’ and challenging attitude which I identify with personally as well. I love pushing myself to the extreme and the brand’s belief in this similar view point, proved to be an ultimate fit which I couldn’t resist. I am excited to work with the brand and look forward to a great journey ahead”, said Hrithik Roshan, actor and Mountain Dew brand ambassador.
Celebrating the spirit of confronting fears to win, Mountain Dew’s ‘DarrKeAageJeetHai’ campaign 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.
For further information, please contact:
Sophia Christina Nitin Yadav
Genesis Burson-Marsteller PepsiCo India
Mob: +91 9999161478 Mob: +91 9811278920
About PepsiCo India:
PepsiCo entered India in 1989 and has grown to become one of the largest 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 38 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted household names across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. 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