The fastest growing beverage in the carbonated soft drink category for three consecutive years from the PepsiCo India stable, is doing it again! And this time, it is set to ignite a cricket fever never seen before by associating itself with Kings XI Punjab (KXIP) as the official beverage partner.
Mountain Dew is a perfect partner for KXIP, who with their energy, verve and aggression, had displayed their true 'Punjabi' spirit in the last two Indian Premier League (IPL) seasons. KXIP which had been one of the most popular and cheered teams for the last IPL, and remain one of the favourites and strongest contenders to win the IPL this year.
In keeping with its inherent characteristic of youthful irreverence and adventure, Mountain Dew, the favourite beverage brand in the northern states of Punjab, Haryana and Himachal Pradesh, today rolled out a unique consumer campaign offering an opportunity to true lovers of the game an opportunity to play against the cricketing icons of their favourite IPL team - KXIP.
Titled "Darr ki Wicket Girayega to Hamare Saath Khelega", the unique campaign offers an opportunity to fans to demonstrate their all-round cricketing skills in a daring environment, and win a slew of exciting value-added gifts such as complimentary tickets to IPL matches involving KXIP, branded merchandise, "Meet & Greet" with the players and the top prize to 11 lucky fans to be part of the Mountain Dew team to take on the KXIP in an exciting cricket match.
Announcing this here today, Ms Alpana Titus, Executive Director (Flavours), PepsiCo India Holdings, said "Mountain Dew is all about setting new benchmarks by challenging the conventional parameters. The 'Darr ki Wicket Girayega to Hamare Saath Khelega' campaign symbolizes this brand positioning. It challenges the clutter created by the commonality of consumer promotions surrounding the game of cricket these days, and brings to its fans a unique medium to reach out to their favourite cricketing icons."
Through this partnership, Mountain Dew gains exclusive pouring rights at home matches besides being the official beverage for the KXIP, one of the eight teams of the IPL. Additionally, this association also brings with it branding rights on the players' uniform with the logo at the back
Lauding the initiative as one of the most innovative cricket-led consumer drives, Mr Anil Srivatsa, CEO, Kings XI Punjab, said "It is really exciting to see Mountain Dew launch this initiative to coincide with the IPL. We at KXIP are absolutely looking forward to playing with our fans. It certainly adds a lot of fun into the whole concept of playing for your home team. Outside of the field, we are sure they will be cheering us in each match to see us win the IPL 2010."
Mountain Dew will be unleashing a 360 degree marketing campaign for the "Darr ki Wicket Girayega to Hamare Saath Khelega" initiative, involving on-ground activities in colleges, multiplexes, marketplaces, outdoor, radio, and TV - engaging consumers in the cricket-led initiative like never before.
In order to win these cricketing goodies, all that the consumers need to do is to present two crowns or one PET label of Mountain Dew bottles and get to play a game of cricket on the decked-up floats visiting their colleges and marketplaces.
The matches on the floats will test the consumers' all-round skills - batting, bowling and fielding. These skills will be tested through very exciting and innovative games such as 'Crazy Catches' and 'Speed Ball'.
Keeping in mind the growing popularity of the game amongst women, Mountain Dew has something for its female fans too. The floats will have cricket-based trivia quiz for the female fans of cricket fans, and winners will be given exciting prizes including match tickets.
Each float will have a graffiti board to announce the winner's names. Winners will be judged on the spot to receive their prizes. Prizes on offer include branded bands, gripper and match tickets, of course, the top lucky winners a chance to play with KXIP.
For the winners it will be a lifetime experience! For each KXIP match, as many as 50 consumers will be brought to the stadium in specially decked-up branded luxury buses, and they will be given personalized kits, including T-shirts, backpacks, sippers, trumpets and inflatable hands. Treated like true superstars, they will get to enter the stadium with much fanfare.
Some of the select winners will also get yet another golden opportunity - to meet and greet the Kings XI player while they are practicing at the nets in the stadium.
The final Mountain Dew winners will be selected from amongst all the winners basis a certain selection process, who will then get to play a unique 5-over-a-side daring cricket match with the KXIP team in Dharmashala.
The "Daar ki Wicket Girayega to Hamare Saath Khelega" consumer initiative is in keeping with Mountain Dew's long-term commitment to add fun and excitement in our mundane everyday life and bring a lot of cheer to everything that we do.
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