Hyderabad: PepsiCo India plans to make its soft drink Mountain Dew, one of the most successful beverages in northern parts of the country, take roots in southern India through aggressive marketing and brand positioning among youth.
Speaking to this newspaper, Vineet Sharma, Category Director- Mountain Dew & Sting, PepsiCo India, said, “South is an important market for Mountain Dew. We will continue to invest ahead of the curve to touch and connect with consumers both in terms of consumer narrative and products, which are relevant for the south.”
The company, which has signed up Telugu actor Mahesh Babu as its brand ambassador, wants to capture the southern market in five to six years.
Sharma said the company has also reached out to consumers and realised that they connect with the philosophy of the brand, ‘Darr Ke Aage Jeet Hai’.
He said Mountain Dew as a brand would stand out because of its philosophy, colour of the liquid, and awareness.
“Mahesh Babu will be instrumental in deepening consumer connect in the region as we look to expand the brand’s footprint,” he said.
“We will also have an aggressive campaign to ensure that the product is seen in the market,” he said, adding that the company would try to position Mountain Dew as a youthful product.
The commercials, Sharma said, would come out in a couple of months for targeting the peak demand In summer.
