Want to be a real-life hero & support J&Krelief? Mountain Dew calls for participation in #HeroesWanted

Proceedings from the campaign to be donated to PM’s Relief Fund for J&K

Mumbai: Mountain Dew unveiledits blockbuster campaign‘#HeroesWanted’, in association withFox Star Studios’upcoming movie ‘Bang Bang’, releasing on October 2, 2014. Brand ambassador Hrithik Roshan with co-star Katrina Kaif promoted the campaign as the ultimate hunt for action fans.

Saluting the spirit of real-life heroes who have been helping with the relief workin Jammu &Kashmir (J&K), Mountain Dew also announced that sales proceeds from all participations in the #HeroesWanted campaign, 2014 will be donated to the Prime Minister’s Relief Fund to support the affected residents of the state.Through this gesture, Mountain Dew admires the spirit of young, Real Heroes working as rescue workers in J&K and how they have been a source of inspiration for Indians across the world.

ThroughMountain Dew#HeroesWanted, the brand calls out to the real-life heroes to win a once-in-a-lifetime opportunity to share screen space with Hrithik in a short action film.The campaign has been designed to re-instil the importance of overcoming fear in everyday life and living up to the immortal spirit of DarrKeAageJeethai. Adventure enthusiasts can register for Mountain Dew #HeroesWantedby buying a 600ml, 1 lire and 1.25 litre PET bottle of Mountain Dew and messaging the code behind the label.

Hrithik Roshan, Actor & Brand Ambassador, Mountain Dew said, “Everyone has a hero inside and one doesn’t need any superpower to be one. For me, whoever has the courage to conquer his inner fears and move ahead with self- belief can become a hero. I’m excited about Mountain Dew’s #HeroesWanted campaign as it comes as an opportunity for me to be with the youth of the country who aspire to rise above the ordinary and become heroes,” said Hrithik. “So don’t wait, just grab a Dew and live up to your dream,” he added.

Speaking on the occasion, Ruchira Jaitly, Sr. Director, Marketing (Social Beverages), PepsiCo India said, “Mountain Dew is the original daring drinkthat unites adventure lovers across the country. With Mountain Dew #HeroesWanted, we aim to take the country’s adventure quotient a notch higher by giving enthusiasts anunmatched experience and an opportunity to test themselves.”

“We would also like to salute the real life heroes who have gone beyond their call of duty to help the people of Jammu &Kashmir,” she added.

ShikhaKapur, Chief Marketing Officer, Fox Star Studios, said, “Bang Bang encompasses the spirit of adventure and extreme thrill – it asks you to trust your instincts, challenge the mediocre and traverse new journeys. Mountain Dew embodies the same brand philosophy – it’s young, it’s ambitious and it dares you to go beyond the conventional. Its association with Bang Bang is dynamic and one which helps the film draw a personal connect to the many movie-goers out there. By giving an incredible opportunity for fans to feature in short action film alongside Hrithik Roshan, the #HeroesWanted campaign is sure to get the youth charged up while establishing the core promise of Bang Bang: it’s an action entertainer like no other.”

The Mountain Dew #HeroesWantedpromo will be supported by a 360-degree approach including a thematic on-air campaign, outdoor & on-ground activationsand an excitingdigital engagement programme. Mountain Dew, the soft drink exhilarates like no other because of its daring, 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 ‘DarrKeAageJeet Hai’. It encourages consumers to overcome their inner fears and try something new, explore new boundaries to emerge victorious.

The Mountain Dew ‘HeroesWanted’ promotion is valid fromSept16^th to October 15^th, 2014. For more details on the promo and a lot more excitement, join Mountain Dew India on Facebook:
https://www.facebook.com/mountaindewindia| Follow @MountainDewIn on Twitter for real time updates.

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 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water 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. 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.

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“I dare do all that may become a man. Who dares more is none”. And all, may be. It may be the vigor. Or the spirit. Or the courage to avoid being “politically correct” or bent. And, ban all averse with immaculate overture of graciously fathomable words firm in views. Subtle. Justifying the undying conscience. Values. Knowledge. And, dares to stay true. True to own. True to the world. And, to the words. With a dream in eyes it exists. In you. In me. In all. The sprite that never shies away. The spirit that never dies!