Mountain Dew teams up with Kings XI Punjab

Mountain Dew, the fastest growing beverage in the carbonated soft drink category for three consecutive years from the PepsiCo India stable, is doing it again! And this time, it is set to ignite a cricket fever never seen before by associating itself with Kings XI Punjab (KXIP) as the official beverage partner.

Mountain Dew is a perfect partner for KXIP, who with their energy, verve and aggression, had displayed their true 'Punjabi' spirit in the last two Indian Premier League (IPL) seasons. KXIP which had been one of the most popular and cheered teams for the last IPL, and remain one of the favourites and strongest contenders to win the IPL this year.

Titled "Darr ki Wicket Girayega to Hamare Saath Khelega", the unique campaign offers an opportunity to fans to demonstrate their all-round cricketing skills in a daring environment, and win a slew of exciting value-added gifts such as complimentary tickets to IPL matches involving KXIP, branded merchandise, "Meet & Greet" with the players and the top prize to 11 lucky fans to be part of the Mountain Dew team to take on the KXIP in an exciting cricket match.

Announcing this, Ms Alpana Titus, Executive Director (Flavours), PepsiCo India Holdings, said "Mountain Dew is all about setting new benchmarks by challenging the conventional parameters. The 'Darr ki Wicket Girayega to Hamare Saath Khelega' campaign symbolizes this brand positioning. It challenges the clutter created by the commonality of consumer promotions surrounding the game of cricket these days, and brings to its fans a unique medium to reach out to their favourite cricketing icons."

Through this partnership, Mountain Dew gains exclusive pouring rights at home matches besides being the official beverage for the KXIP, one of the eight teams of the IPL. Additionally, this association also brings with it branding rights on the players' uniform with the logo at the back.

Lauding the initiative as one of the most innovative cricket-led consumer drives, Mr Anil Srivatsa, CEO, Kings XI Punjab, said "It is really exciting to see Mountain Dew launch this initiative to coincide with the IPL. We at KXIP are absolutely looking forward to playing with our fans. It certainly adds a lot of fun into the whole concept of playing for your home team. Outside of the field, we are sure they will be cheering us in each match to see us win the IPL 2010."

Mountain Dew will be unleashing a 360 degree marketing campaign for the "Darr ki Wicket Girayega to Hamare Saath Khelega" initiative, involving on-ground activities in colleges, multiplexes, marketplaces, outdoor, radio, and TV - engaging consumers in the cricket-led initiative like never before.