In association with Microsoft, PepsiCo India announced the launch of Mountain Dew Game Fuel in India on June 9, 2016 at New Delhi. Game Fuel is PepsiCo’s new drink which is made specially for gamers. It is an energy drink with a little kick in it. Unveiled at a high decibel launch conference in Delhi, Game Fuel encourages you to take challenges head-on, test your limits and unleash the hero within you. A very good initiative by Microsoft and PepsiCo to boost the gaming industry in India.

As part of the grand launch, Mountain Dew announced the Dew Arena – India’s largest ever gaming championship that aims to engage 30,000+ participants during the entire campaign for a thrilling gaming experience by switching the ‘Hero Mode On’. The world of gaming empowers you to take on risks and challenges that allow you to experience the thrill and exhilaration of that extraordinary life, every day. The Dew Arena is a unique 9-week gaming championship which will give the best gamers in India a chance to have their profile on the Mountain Dew Game Fuel bottle, in addition to the prize pool worth INR 10 Lakhs.

Game Fuel will also reach out to gaming enthusiasts physically in the form of a massive, 50-city gaming truck activation. The online Gaming Championship begins on July 15, 2016. The culmination of these events will result in the Dew Arena finale on September 25, 2016, among the best gamers of the country. Mountain Dew Game Fuel is also giving consumers an opportunity to win an ‘Xbox One’ every day.

The event at Lalit in New Delhi was joined by Vishal Gonde and Rajiv Makhni. The event for sure was energetic, and undoubtedly the biggest and the best gaming event in India so far. The motive behind is to boost the gaming industry in India. I feel this is a great move by PepsiCo, I hope it helps us Indians move over our stereotypical mindset that gaming is a waste of time. Gaming industry at present is bigger than the Movie and Music combined, so you know where the future is. This initiative by Microsoft and PepsiCo is surely welcomed.

Speaking at the launch of Mountain Dew Game Fuel and The Dew Arena, Vipul Prakash, Vice President, Beverage Category, PepsiCo India said,

Innovation is a key driver for Mountain Dew and we have always focused on connecting with consumers in a contextually relevant manner. Mountain Dew Game Fuel is a popular franchise globally and we are excited to add it to our India portfolio. Since gaming in India is gaining exponential popularity across platforms, the Dew Arena has been created to give enthusiasts a change to switch their Hero Mode On and unleash the hero within.

Priyadarshi Mohapatra, Country General Manager, Consumer Channel Group, Microsoft India, said,

Gaming, especially Social Gaming, is growing exponentially among Indian audiences. We have consistently received overwhelming response for our Xbox One releases in the country, underlining the expansion of the gaming community in India. We are committed to delivering unmatched and memorable experiences to Indian gamers and our partnership with PepsiCo for Mountain Dew Game Fuel is a step in that direction. We are confident that the platform will attract, and appeal to, the growing Indian gaming community.

Available in 600 ML PET bottle and 250 ml can, Mountain Dew Game Fuel is priced at Rs. 35 and 25, respectively.

Watch the TVC here: