Mountain Dew today announced its association with Kings XI Punjab (KXIP, one of the eight teams of the IPL) as the official beverage partner for the upcoming IPL series.
Through this partnership, Mountain Dew (one of the fastest growing soft drinks for PepsiCo India), has gained exclusive pouring rights during the IPL home matches and additionally this association would bring with it branding rights on the players’ uniform.
Executive Director (Flavours) PepsiCo India Holdings Alpana Titus maintained the association of Mountain Dew with KXIP would help brand ‘Mountain Dew’ launch ‘consumer engagements’ that would eventually result in strengthening their market share in North India markets especially Punjab, Haryana , Himachal and Jammu and Kashmir.
Punjab and Haryana has been amongst the top six states where PepsiCo India has been gaining share in the beverage market and Mountain Dew is one such brand that is the key contributor to the growth of the success.
Alpana Titus revealed Mountain Dew, is also rolling out consumer campaign ‘Daar ki Wicket Girayega to Hamare Saath Khelega’ offering an opportunity to true lovers of the game to play against the cricketing icons of their favourite IPL team – KXIP. The campaign would offer opportunity to win a slew of exciting value-added gifts such as complimentary tickets to IPL matches involving KXIP and branded merchandise.
Mountain Dew also is planning to be unleashing a 360 0 marketing campaign for the campaign , involving on-ground activities in colleges, multiplexes, marketplaces, outdoor, radio, and TV – engaging consumers in the cricket-led initiative.