The Mountain Dew ‘HeroesWanted’ promotion
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, October 1, 2014:
Mountain
Dew unveiled its blockbuster
campaign‘#HeroesWanted’, in association with Fox 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 work in 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 DarrKe Aage Jeet hai.
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.
Shikha Kapur, 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."
|
How to participate:
· Buy a Mountain Dew PET 600ml, 1 litre or 1.25 litre bottle and SMS
the unique code to09510101010
· Proceedings generatedfrom the campaign will be donated to the PM
Relief Fund for J&K
· 10 shortlisted winners with 2 friends move to the next level
· Next elimination is through an adventurous obstacle course that pushes
the participants to showcase their skills
· Winning team of 3, features with Hrithik
|
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 fromSept16th
to October 15th, 2014. For more details on the promo and a lot more
excitement, join Mountain Dew India on Facebook:
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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