Taking in-film placements to the next level, Mountain Dew, the neon drink from PepsiCo, has integrated its tag line -- 'Darr ke aagey jeet hai' -- in the name of an upcoming thriller, Mission Istaanbul.
Commenting on Mountain Dew's association, Ms. Jyotsna Gadi, Executive Vice President, Marketing – Flavours, PepsiCo India said, "Mountain Dew is a brand that exemplifies exhilaration, adrenalin and a 'can do attitude'. We are proud to announce the partnership between Mountain Dew and Mission Istaanbul- 'Darr ke aagey Jeet hai', as this is the first time a brand philosophy and its tag line have been adopted for a movie. This is a testimony of the popularity and connect the baseline has been able to achieve."
The association is also backed by a comprehensive communication plan comprising of modern trade, television and a nationwide exciting contest that is running in eateries, restaurants and multiplexes. A specially created television commercial with shots from the movie have also broken on screens recently.
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