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Our Bureau

New Delhi , April 11

Mountain Dew, from the PepsiCo stable, has launched an adventure reality show in partnership with Uttaranchal Tourism and Ten Sports. The `Mountain Dew Himalayan Challenge 2006' will have 10 teams of three contestants each pitted against each other in sports such as rock climbing, river rafting, rappelling and mountain biking, among others. The winners of the challenge would be awarded Rs 2 lakh and a trophy.

Keeping in line with its "dew dares" marketing image, the company has been organising campaigns such as its stunt biking event, "crusty demons" in December last year in Bangalore and plans to organise more such adventure activities in the future.

Mr Pratik Pota, Executive Vice-President, Marketing - Flavours, PepsiCo India, said: "It is designed for all adventure enthusiasts who dare to challenge and showcase their competitive streak."

The challenge will be held in Auli and Rishikesh in Uttaranchal between April 23 and 25. The event would be telecasted over five episodes on Ten Sports, beginning May to June, this year.

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