Mountain Dew has partnered with Kings XI Punjab as its official sponsor for the upcoming season of IPL. The deal has earned exclusive rights for the IPL home matches by featuring the brand on player’s uniforms.

Alpana Titus, Executive Director (flavors) PepsiCo India told the press that the partnership will help Mountain Dew as a brand launch consumer engagements that will help strengthening the market share in North India specifically Haryana, Himachal, Punjab, Jammu and Kashmir. PepsiCo India has gained a good share in the market from Punjab and Haryana and Mountain Dew as a brand has been responsible for the growth of success.

Alpana Titus also disclosed that they are soon rolling out a campaign “’Dar ki Wicket Girayega to Hamare Saath Khelega’” for cricket fans who get to play with their favorite icons from KXIP. The winner also gets to take home branded merchandise, complementary tickets to IPL matches and other value added gifts.

The brand will adopt a 360 degree marketing approach and roll out marketing campaigns across colleges, marketplaces, radio, TV, outdoor and multiplexes, where direct engagement with consumers is possible.