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Home » Media » Press Releases » Mountain Dew Fuels Gaming Culture In India

Mountain Dew Fuels Gaming Culture In India

- Launches Game Fuel, a bold new variant and announces the Dew Arena,
India’s largest ever gaming championship

Click here to watch the film


New Delhi, June 9, 2016: PepsiCo India today announced the launch of Mountain Dew Game Fuel in India – an exciting new and bold variant. Unveiled at a high decibel launch conference in Delhi, Game Fuel encourages you to take challenges head-on, test your limits and unleash the hero within you.

How to participate

Promo (June 1- July 15)
  • Buy a Game Fuel bottle and SMS the unique code under the label
  • Get a chance to win an Xbox One everyday

The Gaming Championship begins
July 15, 2016

Grand Finale of The Dew Arena-
September 25, 2016

As part of the grand launch, Mountain Dew announced the Dew Arena – India’s largest ever gaming championship that aims to engage 30,000+ participants during the entire campaign for a thrilling gaming experience by switching the ‘Hero Mode On’.

The world of gaming empowers you to take on risks and challenges that allow you to experience the thrill and exhilaration of that extraordinary life, every day. The Dew Arena is a unique 9-week gaming championship which will give the best gamers in India a chance to have their profile on the Mountain Dew Game Fuel bottle, in addition to the prize pool worth INR 10 Lakhs.

dew-Arana

Game Fuel will also reach out to gaming enthusiasts physically in the form of a massive, 50-city gaming truck activation. The culmination of these events will result in the Dew Arena finale on September 25, 2016, among the best gamers of the country.Mountain Dew Game Fuel is also giving consumers an opportunity to win an ‘Xbox One’ every day.

Speaking at the launch of Mountain Dew Game Fuel and The Dew Arena, Vipul Prakash, Vice President, Beverage Category, PepsiCo Indiasaid, “Innovation is a key driver for Mountain Dew and we have always focused on connecting with consumers in a contextually relevant manner. Mountain Dew Game Fuel is a popular franchise globally and we are excited to add it to our India portfolio. Since gaming in India is gaining exponential popularity across platforms, the Dew Arena has been created to give enthusiasts a change to switch their Hero Mode On and unleash the hero within.
Priyadarshi Mohapatra, Country General Manager, Consumer Channel Group, Microsoft India, said, “Gaming, especially Social Gaming, is growing exponentially among Indian audiences. We have consistently received overwhelming response for our Xbox One releases in the country, underlining the expansion of the gaming community in India. We are committed to delivering unmatched and memorable experiences to Indian gamers and our partnership with PepsiCo for Mountain Dew Game Fuel is a step in that direction. We are confident that the platform will attract, and appeal to, the growing Indian gaming community."

Available in 600 ML PET bottle and 250 ml can, Mountain Dew Game Fuel is priced at Rs. 35 and 25, respectively.

About Mountain Dew:

Mountain Dew is one of the eight brands in PepsiCo India’s portfolio, each of which bring in over INR 1000 crore in annual estimated retail sales. The brand has always celebrated the bold and adventurous spirit of youth. The idea of daring, taking up challenges, adventure and exhilaration are deeply entrenched in its brand DNA. The brand’s proposition is reflected in ‘Naam Bante Hain Risk Se’ – its philosophy of taking risks to make a name. Mountain Dew urges one to break out of the ordinary. Urging its consumers to break out of the ordinary, Mountain Dew’s Real Heroes campaign last year, narrated the stories of 4 real life heroes to inspire the youth to go beyond the conventional and emerge victorious. As an extension to this campaign, Mountain Dew began 2016 with the launch of a new range of eye-catching, special edition neon PET bottles to celebrate the inspiring stories of Padma Shri Awardees Arunima Sinha and Shital Mahajan, Lt. Col Satyendra Verma, Ghost Ryderz .

About PepsiCo India:

PepsiCo entered India in 1989 and has grown to become one of the largest MNC 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 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.

PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing 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

For further details, please contact:

Ekta Shokeen/ Aastha Khurana

Genesis Burson-Marsteller

Mob: +91 9873818405/ +91 9711209880

Email: Ekta.shokeen@bm.com / Aastha.khurana@bm.com

Sandipan Ghatak

PepsiCo India

Mob: +91 9810776182

Email: sandipan.ghatak@pepsico.com