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Home » Media » Press Releases » Mountain Dew powers Zindagi Na Milegi Dobara

Mountain Dew powers 'Zindagi Na Milegi Dobara'

Fans in Lucknow display their ‘Darr Ke Aage Jeet Hai’ attitude and get a chance to meet the film’s starcast

Lucknow, July 06, 2011: Three friends discover ‘Darr Ke Aage Jeet Hai’ in this summer’s most anticipated blockbuster, Zindagi Na Milegi Dobara, powered by Mountain Dew. They decide to turn their fantasy vacation into reality and head to explore, unwind and experience some ultimate adventure sports, confirming at every step that Darr Ke Aage Jeet Hai! Releasing on July 15th, the film, directed by Zoya Akhtar, features an exciting ensemble cast including Hrithik Roshan, Katrina Kaif, Farhan Akhtar, Abhay Deol and Kalki Koechlin, who were in Lucknow today to promote the film and meet the winners of Mountain Dew Zindagi Na Milegi Dobara contest.

Mountain Dew empowers the actors throughout the movie giving them the courage of doing more and beyond; and most essentially facing and overcoming their fears. Like their favourite stars, adventure enthusiasts across Lucknow conquered their fear as part of the Mountain Dew Xtreme Fall, which was held at West End Mall, Gomtinagar from the 2nd – 4th of July. As part of the activation, a crane lifted the enthused participants at a height of 50 feet, after which they jumped to a free fall. The initiative proved to be a real hit amongst the youth as they participated to win a chance to meet their favourite stars.

Speaking about the association, Alpana Titus, Category Marketing Director (Flavoured Carbonated Drinks), PepsiCo India Beverages said, “Zindagi Na Milegi Dobara is a philosophy that resonates strongly with the Mountain Dew proposition of Darr Ke Aage Jeet Hai. The idea of three friends daring each other to overcome their fears and to try something new syncs with the brand thought. We are excited to present Dewoholics in Lucknow with a chance to conquer their fears and meet superstars like Hrithik, Abhay, Katrina, Farhan and Zoya. We are also confident that the film will be a great success and wish the entire cast and crew the best.”

Farhan Akhtar, actor and the film’s producer (Excel Entertainment) said, “Very rarely you find a perfect fit between what a film is trying to say and the brand associated. Zindagi Na Milegi Dobara’s collaboration with Mountain Dew is one such fine example. Darr Ke Aage Jeet Hai is a philosophy that the film’s characters believe in and we are delighted to be associated with the brand as facing our fears is an integral part of the journey”.

Adding to the excitement, movie buffs also got a chance to write personalized messages on a life sized Mountain Dew Can for the stars. The can, scribbled with messages from fans across Lucknow was presented to the entire star cast of Zindagi Na Milegi Dobara during their visit to the city.

Excited about meeting his favourite stars, 25 year old, Gaurav Srivastava from Vikas Nagar said, “This was an absolute dream come true for me. Starting from the Mountain Dew Xtreme Fall to meeting my favourite stars, it has been a wonderful experience. The new mantra for my life now is Darr Ke Aage Jeet Hai Kyunki Zindagi Na Milegi Dobara.

Mountain Dew, the soft drink exhilarates like no other because of its daring, high-energy, active, extreme citrus taste. Challenge, a can do attitude, adventure and exhilaration are deeply entrenched in its brand DNA and the brand has always celebrated the bold and adventurous spirit of the youth. The brand enjoys high salience in the Indian market via a deep and compelling consumer insight of ‘Darr Ke Aage Jeet Hai’. It encourages consumers to overcome their inner fears and try something new, explore new boundaries.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become the country's largest food and beverage business. One of the largest multinational investors in the country with an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 36 beverage bottling plants, (13 company & 23 franchisee owned) and 3 food plants. Our state-of-the-art manufacturing plants produce a range of products from treats to healthy eats that deliver joy as well as nutrition to the consumers. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker, and young but immensely popular and fast growing brands such as Nimbooz and Aliva.

PepsiCo India's employees are driven by the company's global commitment to sustainable growth, Performance with Purpose (PWP), 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 in the PepsiCo global system to achieve ‘Positive Water Balance’ (PWB), a fact validated by an independent audit. For more details on PWB and PWP, Click Here

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome