Feb 2, 2013: The battle in the lime and lemony segment in India which is valued at Rs.6500 crore is all set to get hotter in the coming days with Mountain Dew, the lemony brand of PepsiCo signing on Hrithik Roshan, the Bollywood superstar as its new brand ambassador. Mountain Dew which had sales of Rs. 1,000 crore in 2011 is considered as a fast growing brand in the lemony segment which is dominated by Sprite with 14 per cent market share.
Mountain Dew which is famous for its tagline ‘Darr Ke Aage Jeet Hai’ signed Hrithik Roshan as they feel the actor is a true embodiment of the brand’s philosophy. According to Category Director, Flavours, PepsiCo India, Ruchitra Jaitly, “The actor resonates well with Mountain Dew’s philosophy and exemplifies its ‘can do’ attitude”.
