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

Mountain Dew powers 'Zindagi Na Milegi Dobara'

From Reel to Reality: Delhiites were enthralled to watch Hrithik Roshan, Abhay Deol & Farhan Akhtar sing 'Senorita' to Katrina Kaif

New Delhi, July 10, 2011: Powered by Mountain Dew, three friends discover ‘Darr Ke Aage Jeet Hai’ in this summer’s most anticipated blockbuster, Zindagi Na Milegi Dobara. 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 Delhi and performed at a LIVE concert at Ambience mall in Gurgaon.

Na main samjha...na main jaana...jo bhi tum ne mujhse kaha hai Senorita…is what echoed at Gurgaon’s Ambience mall on Sunday when the star cast of Zindagi Na Milegi Dobara performed LIVE in concert for the Delhiites. In reality too, the song has been sung by Abhay Deol, Hrithik Roshan and Farhan Akhtar with Maria Del Mar Fernandez, who sung the Spanish lines in the song. A fun number, Senorita is catchy with Spanish influences and is a dance number.

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 Delhi with a chance to meet superstars like Hrithik, Abhay, Katrina, Farhan and Zoya and draw inspiration from them to overcome their fear and believe in the Darr Ke Aage Jeet Hain philisophy. 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”.

The innovation and integration has been identified and executed by MATES (Entertainment Unit of Madison World). “The key to the success of this association with Mountain Dew and Zindagi Na Milegi Dobara is the relevance between the content and the brand. The brand promise is personified and manifested into engaging content which will communicate the brand experience to the relevant audiences in a way better and more involving than traditional formats.” said

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 foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com. Follow PepsiCo:

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For further information, please contact:

Divya Bakhshi / Debapriya Bhattacharya

Genesis Burson-Marsteller

divya.bakhshi@bm.com / d.bhattacharya@bm.com

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