PepsiCo ropes in Salman Khan as brand ambassador for Mountain Dew

PepsiCo India has appointed Bollywood actor Salman Khan as the brand ambassador for its soft drink brand Mountain Dew.

Mountain Dew, which made its debut in the country in 2003, has stood out for its ad campaigns including the Cheetah Bhi Peeta Hai campaign initially, and now a string of campaigns based on the Darr Ke Aage Jeet Hai philosophy.  However, this is the first time the brand has appointed a brand ambassador.

The idea is to establish the brand as a bigger player and stage a larger brand promise, said Hari Krishnan, executive business director, JWT.

Deepika Warrier, marketing director, PepsiCo Beverages, 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 a strong national appeal."

''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, said Salman Khan in a statement.