MUMBAI: Mountain Dew has launched a collaboration with the game show Kaun Banega Crorepati (KBC), offering consumers a chance to secure a wild card entry into the show’s 16th Season. This opportunity allows the Mountain Dew® fans an opportunity to sit on the hot seat, playing this game show, opposite the legendary Amitabh Bachchan, even after the official participation period has closed.
This partnership is a testament to Mountain Dew’s commitment to motivating people to confront their fears and embrace Courage, a theme central to both the brand and ‘KBC’. So, the Mountain Dew x KBC campaign theme is, “Yeh khel ‘gyaan’ ka hai, par jeeta ‘himmat’ se jaata hai” (KBC is a game of knowledge, however, it takes courage to win it)!
Akankshaa Dalal, category head, Mountain Dew, PepsiCo India, said, “Mountain Dew has always been about celebrating courage and victory in the various ‘hot seat’ situations that one can face in life. And this partnership with KBC is a natural fit as the game show brings with it moments where the stakes are high, and both knowledge and courage are tested every step of the way. By offering this wild card entry, Mountain Dew hopes to inspire millions to take bold steps towards realising dreams.”
Consumers can purchase Mountain Dew® x KBC packs featuring a QR code till 30thSeptember. By scanning the code, they will be directed to a WhatsApp bot where they can enter the 16-digit code found behind the label, provide demographic details, and answer a qualifying question. Those who complete these steps will have a chance to move on to auditions, with 10 winners ultimately participating in KBC’s ‘Week of Courage’.
The Mountain Dew x KBC campaign will be amplified through a TVC and a 360 campaign. The special Mountain Dew packs are being introduced across India and will be available at retail outlets and online platforms.
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