BANGALORE: Pepsi is going strong on the brand promotion of its youth drink Mountain Dew. At the core of the promotional strategy is a live event by the freestyle motorcross riders Crusty Demons.

Starting 27 October, the 'Dew Dares' on-ground promotions will take place in 13 cities, which will see consumers participating in Mini dares, Pick a dare and Call of the Dew Dare. The competition will culminate in a Grand Finale in each city where the selected finalists will compete with each other to win free tickets for the live show. Crusty Demons Live in Bangalore will take place on 10 December.

A consumer needs to buy a Mountain Dew drink, send the unique code printed under the crown to "8243" and win free tickets to the show, states an official release.

A TVC to build up the tempo for the event by Kunal Shivdasani of the Mumbai-based Virtual Reality will be beamed on ESPN, AXN and other main channels shortly.