Mountain Dew finds its first brand ambassador in Salman Khan

The company plans to break its media campaign during the beverage season, which begins in January-February.

PepsiCo India's fearless brand, Mountain Dew, which drives on the philosophy 'Darr Ke Aage Jeet Hai', has finally found its brand fit in the national Dabang, actor Salman Khan.

The drink, which existed as a small brand in PepsiCo's portfolio even three years ago, is choosing a brand ambassador for itself for the first time now as it ambitiously plans to compete with the big players in the league.

Hari Krishnan, executive business director, JWT, says, "After Mountain Dew decided to walk the proposition of 'Darr Ke Aage Jeet Hai', it found a larger audience set, wherein its connect with the consumers increased manifold. Slowly and steadily, consumers began to count it in the big league and now, it has achieved a certain stature.

"Therefore, now the idea is to establish the brand as a bigger player and stage a larger brand promise. To stage the brand in line with its grand ambition and widen its appeal and connect, PepsiCo India decided to go in for Salman Khan as he fitted with the brand ideology extremely well."

PepsiCo India plans to push the brand further into the rural market, apart from finding a strong place in the urban minds. Salman Khan has been chosen as the brand endorser as he has a "great recall value amongst this audience set".

Speaking about the association, Deepika Warrier, marketing director, PepsiCo Beverages, says, "Mountain Dew is strongly anchored in the relevant consumer insight of 'Darr Ke Aage Jeet Hai'. Salman Khan embodies this philosophy and he has a strong national appeal. We look forward to the partnership and are confident that it will be mutually rewarding."

The company plans to break its media campaign during the beverage season, which begins around January- February of every year. Television and outdoor will form a major chunk of the overall marketing pie.

"I love the high action imagery of Mountain Dew and more importantly, the fact that it's not mindless action but there is a message at its core - Darr Ke Aage Jeet Hai. I have spent time with the Mountain Dew team and I eagerly look forward to working with them," says Salman Khan in an official communiqué.