The awards were presented at a ceremony in the capital yesterday and was attended by the who's who of marketing and advertising fraternity in the country. Pepsi Cola North America Director Marketing Russell Weiner who was present on the occasion spoke at the seminar on "Breaking through the clutter: Thinking Big and Winning Big with Marketing Promotions."

The awards recognise outstanding efforts in the field of Best Promotion (Gold), Best Product Launch, Best Promotion (Silver), Wackiest Promotion, Best Event, Best Direct Mail Effort and Best Trade Promotion.

Pepsi Foods Pvt Ltd Executive Director (Marketing) Shashi Kalathil said, "We have been talking about the Cricket World Cup and the introduction of Mountain Dew as the two big wins this year. It is indeed very nice that this has now been recognised formally at a forum such as promo power."

Pepsi's hugely successful World Cup promotions, under the "World Cup Ke Shikari" theme included the "Pepsi Bada Shikari Hunt Contest", "Pepsi Predikta Jackpot Contest", World Cup Commemorative bottles, and a specially commissioned music video by Adnan Sami.

The award-winning launch of Mountain Dew added a new dimension to the very lifestyle of youngsters in the country. Mountain Dew's unique association with adventure sports helped establish a brand proposition of "exhilarating rush" and a daring, high-energy, high-intensity, active lifestyle, and put Dew on an unprecedented growth trajectory.

The launch of Dew was further sustained by a 16-city tour of the specially designed Dewmobile, coupled with a slogan contest on Dew's popular baseline "Cheetah Bhi Peeta Hai", with the Dewmobile as the top prize.