PepsiCo banks on Salman to strengthen Mountain Dew

After roping in Bollywood star Salman Khan as brand ambassador for its carbonated drink Mountain Dew, PepsiCo today said it will go on an aggressive drive to scale up presence of the brand across India this summer.

The company had signed up Khan as the first ever celebrity endorser for Mountain Dew since its launch in India eight years back as it looks to strengthen presence beyond the traditional strongholds in north and west regions.

"Mountain Dew has been extremely strong in the North and the West. This summer, we plan to increase our reach nationwide," Pepsico India Director (Flavoured Drinks Category) Alpana Titus told PTI.

PepsiCo is going for an aggressive expansion plan and increase the footprint of the product, she added.

Titus said the partnership with Khan will further enhance its marketing initiatives for the brand and help in attracting more consumers to the product.

"Khan fits well with the brand and will help in scaling up our campaigns during this summer season," she said.

As part of the exercise, the firm is rolling out outdoor campaigns and free sampling initiatives across the country, with an aim to reach out to 1 million consumers.

Besides, the company is kicking off its first on-air 'Darr Ke Aage Jeet Hai' campaign with the actor this week.

"Mountain Dew will soon launch an exciting 'Darr Ke Aage Jeet Hai' experiential activity for consumers across its key markets," she added.

She, however, said there will not be any change in the products and pack sizes that the company has been offering as part of the process.

At present, the product is available in various pack sizes of 200 ml and 300 ml returnable glass bottles, apart from 500 ml, 1 litre, 2litre and 2.25 litre PET bottles.