The Hindu Business Line : Mountain Dew to host stunt biking event

SOFT drink Mountain Dew, from the PepsiCo portfolio, has new offerings for its consumers. The marketing team had been scouting for unconventional methods of promoting the drink and seems to have hit upon a new one.

The company is organising a stunt biking event in Bangalore on December 10 and would sponsor Mountain Dew promotion winners for the show.

According to Mr Pratik Pota, Executive Vice-President - Flavours, Pepsi Foods Pvt Ltd, the event has been planned to attract 18-to-19-year-olds who form the target group for the drink.

For this very event, the company has linked up with "youth" related, food and entertainment outlets such as PVR cinemas, KFC and Adlabs.

Although the company in the US had tie-ups with Microsoft for the gaming consoles, Xbox 360, Mr Pota feels the Indian market is yet to mature to experience fun and thrill of such games.

He said, "We are very open to ideas and would be constantly innovating, but for offers like the Xbox, the Indian youth is premature."

Marketing strategies, he added, have been on the company's radar since the time the drink was launched in 2003 in India.

"We spend a significant amount of the total outflow towards marketing.

"We are probably the biggest in terms of investing on popularising the product amongst other players," he added.

Although he declined to comment on whether the company had earmarked a specific amount for advertising, he said that it would surely be repeating events on the same magnitude and hopes to multiply the scale of operations in the future.

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