An exciting opportunity to test your mettle to enter one of India’s favorite game shows
Hosted by the legend, Amitabh Bachchan
Campaign Film: https://youtu.be/pkoJEZfMp_o?si=YiBKnNUIlsQxSTcC
National, 5th September 2024: Mountain Dew®, a brand synonymous with courage, has launched an exciting collaboration with the renowned game show Kaun Banega Crorepati (KBC), offering consumers a chance to secure a wild card entry into the show's 16th Season. This unique opportunity allows the Mountain Dew® fans an opportunity to sit on the iconic hot seat, playing this popular game show, opposite the legendary Amitabh Bachchan, even after the official participation period has closed.
This partnership is a testament to Mountain Dew®'s commitment to motivating people to confront their fears and embrace Courage, a theme central to both the brand and KBC. So, the Mountain Dew® x KBC campaign theme is, “Yeh khel ‘gyaan’ ka hai, par jeeta ‘himmat’ se jaata hai” (KBC is a game of knowledge, however, it takes courage to win it)!
Commenting on the partnership, Akankshaa Dalal, Category Head, Mountain Dew®, PepsiCo India, said, "Mountain Dew has always been about celebrating courage and victory in the various ‘hot seat’ situations that one can face in life. And this partnership with KBC is a natural fit as the game show brings with it moments where the stakes are high, and both knowledge and courage are tested every step of the way. By offering this wild card entry, Mountain Dew hopes to inspire millions to take bold steps towards realizing dreams."
Consumers can purchase Mountain Dew® x KBC packs featuring a QR code till 30th September. By scanning the code, they will be directed to a WhatsApp bot where they can enter the 16-digit code found behind the label, provide demographic details, and answer a qualifying question. Those who complete these steps will have a chance to move on to auditions, with 10 lucky winners ultimately participating in KBC's exclusive "Week of Courage."
The Mountain Dew® x KBC campaign will be amplified through a TVC and a 360 campaign. The special
Mountain Dew® packs are being introduced across India and will be available at retail outlets and online platforms.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $91 billion in net revenue in 2023, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
For further information contact:
PepsiCo India:
Aastha Jindal | Aastha.Jindal@pepsico.com | +918826504606
Edelman India:
Vatsala Srivastava | Vatsala.srivastava@edelman.com | +91 7309808099
Purva Thakur | Purva.thakur@edelman.com | +91 9654919537