MUMBAI: Mountain Dew, the drink that celebrates the adventurous pulse of the youth, has launched an adventure reality show with Mountain Dew Himalayan Challenge 2006.
Mountain Dew has partnered with Uttaranchal Tourism and associated with co-sponsors - Ten Sports, Mentos, Hercules TI and Weekender. The event is being managed by Total Sports & Entertainment India.
The event will see 10 teams of 3 contestants each, pitted against each other amidst the mighty range of Himalayas to win prize money worth Rs 200,000 . The Challenge will comprise of teams participating in adventure sports such as rock-climbing, rappelling, GPS navigated cross-country, white-water rafting and mountain biking.
The event will air over five episodes on Ten Sports, from May to June 2006. Besides this, the event will be promoted through heavy activation in press and outdoors to create awareness and build participation.
Pepsi India executive VP, marketing - flavours Pratik Pota says, "The Mountain Dew Himalayan Challenge 2006 is designed for all adventure enthusiasts who dare to challenge and showcase their competitive streak. The event exemplifies Mountain Dew's daring imagery and we are positive that this will help strengthen Mountain Dew's association with adventure sports as well as enhance consumer connect in India".
Total Sports Asia director business development Shail Kapri says, "We are proud to associate with Mountain Dew and launch the mega 'Mountain Dew Himalayan Challenge 2006' in India. Adventure sports is fast gaining popularity in India and the event is a reflection of the adventurous spirit that has caught the attention of the youth. We are positive that such initiatives will give a boost to the competitive sport segment in India".
The event will be held in Auli and Rishikesh from 23 to 25 April. On the first day, the teams will compete across rock-climbing, rappelling and cross-country in Auli. On the 25th, they will raft down from Kaudiyala to Laxman Jhoola in Rishikesh, followed by mountain biking through Rajaji National Park till end at Rishikesh Barrage. The prize presentation ceremony will take place on the eve of 25 April, which will also see the winners of the 'Runner-Up Trophy' and the 'Mentos Trophy' for the 'quick thinking' team.
To participate in the event consumers can fill entry forms, available at any of the 52 Weekender stores across the country. They can also log on to www.dewdares.com and enter the challenge. The last date for entries is 18 April. The teams will be selected from across 40 cities and will comprise of 3 members each. The nationwide selection will be on the basis of various parameters such as fitness, health, past experience etc. Entry is open to all above 18 years of age and is free of cost.
