The campaign takes the concept of the television commercial (TVC) further. In the TVC, a cyclist chases a cheetah because the animal has swallowed a can of mountain dew. An official release informs that consumers have to complete the slogan "Cheetah kyon peeta hai….." They can drop in their slogans at drop boxes provided in several youth hang-outs and popular eateries in the city.

The coolest slogan will get the winner a set of wheels. Another 200 consumers will win Dew hampers. Consumers can catch the Dewmobile at Satyam, Pizza Hut at Nungambakkam, Elliots Beach, Loyola, Anna University, Spencer Plaza, MOP College, Ethiraj, Chettinad Vidya Ashram and Ispahani.

Since its launch early this year, Mountain Dew claims to have added a whole new dimension to the lifestyle of youngsters in Chennai. The Dewmobile road show will subsequently move to other cities including Coimbatore, Madurai, Trichy and Cochin states the release.

The initiative follows on the "Dew Road Show" in Chennai which featured world class adventure sports professionals. Internationally Mountain Dew has an integral association with alternative sports, which encompasses a whole gamut of culture, music and fashion trends. The "Dew Road Show" also featured games like Rock Climbing and Velcro Bungee on display for the first time in the country.