Mountain Dew has announced the launch of Dew Arena, which is going to be India’s largest gaming championship. The championship will be held for nine weeks and has a prize pool worth Rs. 10 lakh. It is promoting their soft drink called Mountain Dew Game Fuel. Those participating in the championship will also get a chance to have their profile on the bottle. Game Fuel will also reach out to gaming enthusiasts physically via a gaming truck which will visit 50 cities across India. The Dew Arena finale will be held on September 25 this year.

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.

Game Fuel will also reach out to gaming enthusiasts physically in the form of a massive, 50-city gaming truck activation. 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.

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.”

mtn dew game arena
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 GameFuel is a step in that direction. We are confident that the platform will attract, and appeal to, the growing Indian gaming community.”