New Delhi, March 7, 2013: Taking forward its philosophy of standing up for one’s belief, Mountain Dew, the original daring drink has launched ‘Push for Wrestling’ campaign with their brand ambassador Sushil Kumar. The campaign is aimed at garnering support for reinstating wrestling as a core sport in Olympics.
Supported by radio and print advertising the campaign with Sushil Kumar, urges supporters to ‘Push for Wrestling’ literally! Flagged off in New Delhi on March 7, 2013 at the Chattarsal Stadium, the training akhada for Sushil Kumar, a Mountain Dew truck that stands for the support campaign started its journey with a push from Sushil Kumar and Yogeshwar Dutt, the wrestling heroes of India. Over the next week, the truck will travel with the help of supporters’ push across cities in Haryana and Punjab ending its journey back in Delhi.
Speaking on the occasion, Sushil Kumar, Mountain Dew’s brand ambassador said, “Wrestling to me means the ability to overcome one’s biggest fears and challenges and move forward to be victorious. The sport is a passion not only for me but many athletes who dream of winning the ultimate recognition an athlete can aim. This decision to drop wrestling from core sport at Olympics is a retrogate step which is against the future of the sport in the country and world over. Mountain Dew has always urged consumers to shrink their fears, move ahead with a self - belief and I want to urge all supporters to do exactly that and show their support through their presence when the ‘Push for Wrestling’ truck arrives in their city.”
Ruchira Jaitly, Category Director - Flavours, PepsiCo India added, “Mountain Dew has always believed in staying true to one’s convictions and moving forward in the face of constraints with a ‘never say die’ attitude. This campaign urges all supporters who love the sport to extend their full support to the wrestlers for the cause of getting the sport reinstated.”
“Mountain Dew has always celebrated the bold and adventurous spirit. I am a big fan of “can do” attitude which I identify with personally as well.” said Hrithik Roshan, actor and Mountain Dew brand ambassador.
The campaign will be accompanied by strong digital activation nationally and on-ground activation in cities across Punjab and Haryana. Fans of the sport can extend their support by being present at the venue and giving a push to the Mountain Dew truck in their respective cities. For all those who cannot be present at the venue, they can show their support through likes and comments on the brand’s facebook page - www.facebook.com/mountaindewindia as well as through tweets for support.
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