MUMBAI: PepsiCo India has roped in Bollywood star Salman Khan as the brand ambassador for its soft drink brand Mountain Dew.

This is for the first time that Mountain Dew will have a brand ambassador.
 
Pepsi Co beverages MD Deepika Warrier said, "Mountain Dew is strongly anchored in the relevant consumer insight of ‘Darr Ke Aage Jeet Hai‘. Salman Khan embodies this philosophy and he has strong national appeal. We look forward to the partnership and are confident that it will be mutually rewarding."
 
Mountain Dew has a tagline of ‘Darr Ke Aage Jeet Hai‘. It encourages consumers to overcome their inner fears and try something new, explore new boundaries.
 
"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," Khan said.