Indiantelevision.com Team

(26 May 2006 6:00 pm)

MUMBAI:The drink that has always been associated with a daring youthful attitude, Mountain Dew, has now launched its first adventure webcast in India. The features of the webcast include, an adventure diary along with a voting poll for consumers. The adventure diary showcases the sporting spirit of the eight participating teams of the 'Mountain Dew Himalayan Challenge 2006'.

It allows consumers to log onto www.dewdares.com to watch and download 20 exciting and daring videos and action packed shots from the adventure diary and vote for them too. The videos comprise of the participants competing with each other across rock-climbing, rappelling, river rafting and mountain biking, pursuing their quest to win the Challenge.

Commenting on the launch, PepsiCo India executive VP marketing Flavours Pratik Pota said, "The first Mountain Dew adventure web cast is an innovative way to connect with adventure fans across the country. The interactive webcast is yet another unique platform and is part of Mountain Dew's ongoing efforts to reach out to the youth".

Mountain Dew, using the popular tagline "Do the Dew," partnered with Uttaranchal Tourism and associated with co-sponsors - Mentos, Hercules TI, Ten Sports and Weekender for the 'Mountain Dew Himalayan Challenge 2006'. Managed by Total Sports & Entertainment India Pvt. Ltd, the event was tagged as India's first and biggest adventure sports reality show. It will be telecast over five episodes on Ten Sports, from May to June 2006.