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Mountain Dew rolls out ?Dew or Die? campaign

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MUMBAI: Cricket has been dominating our minds thanks to the sixth season of Pepsi Indian Premiere League (IPL). And one campaign that has been catching the eye is Mountain Dew?s with the catchy title ?Dew or Die?.

Mountain Dew?s new campaign brings alive these moments through an innovative consumer engagement program, on-air as well as extensive on-line and in-stadia initiatives.

The brand is associated with three teams of Pepsi IPL 6- Rajasthan Royals, Kings XI Punjab and Delhi Daredevils.

The campaign has a special segment on Max?s ?Extra Innings? everyday. The segment will be showcasing three ?Dew or Die? moments from the previous day?s matches, shortlisted by an expert panel.

The ?Dew or Die? campaign has also been launched through the brand?s social media channels. During all matches, cricket fans can select their ?Dew or Die? moments in real time and tweet to the Mountain Dew handle (@MountainDewIn) with the hash-tag, #DewOrDie to win match tickets and team merchandise.

PepsiCo India category director-flavours Ruchira Jaitly said, ?This IPL season, Mountain Dew is celebrating the ?Dew or Die? passion of the players and the fans in a refreshing manner. With a short format, the T20 tournament is all about those defining moments of performance that change the fate of the game and elevate the viewer excitement to a new level. Our campaign is all about these moments that differentiate between victory and defeat, segregate men from the boys.?

?Our campaign is all about consumer engagement including our TV integration that goes beyond traditional advertising. We are thrilled with the initial response to the ?Dew or Die? mantra on-line as well as in the stadiums, and look forward to extending it to other formats in equally engaging and innovative manner?, she added.

Mountain Dew had launched the first campaign of this season earlier this year that took the brand?s essence of ?Darr ke Aage Jeet Hai? to the level of crushing fear and taking a plunge to come out victorious. The ?Dew or Die? campaign takes forward the same philosophy and talks about fighting through all situations and taking the game away from the opposition.

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