MUMBAI: PepsiCo India, the leading food and beverage company, has renewed its strategic partnership with multiplex major PVR Limited.

As part of this 5-year partnership, PepsiCo India will be the official ‘Pouring Partner‘ for carbonated soft drinks, health drinks, juice based drinks, beverages, packaged juices and water at all the 166 PVR screens spread in over 22 cities across India.

With this, PepsiCo India intends to strengthen its position as a food and beverage player in the organised multiplex category.

PVR Ltd chairman and managing director Ajay Bijli said, "The 15 years of association with PepsiCo have been truly fruitful and we aim to take it to the next level by announcing PepsiCo as official ‘pouring partner‘ for carbonated beverages, packaged juices and water at all our outlets across India. The range of beverages that PepsiCo offers is vast and at the same time it is popular amongst the movie aficionados. With popularity of the brand across target audiences, we see this partnership as a long and successful one."

The two parties had launched integrated marketing programmes around the likes of the 2011 Cricket World Cup and the recent Change the Game campaign.

The partnership also pioneered the Pepsi + Popcorn combo for cinema-goers with its own separate communication developed by the brands. The partnership will help strengthen PepsiCo India‘s efforts in garnering consumer insights, feedback and trials for new product development and engagement ideas, the company said.

PepsiCo India CEO - Beverages Praveen Someshwar said, "Our association with PVR has only grown manifold over the last 15 years. With more than 25 million footfalls in 2011-12 and an increasing pan India presence, this association further consolidates our presence across the organized multiplex category. PVR is a valued strategic partner and will play a pivotal role in building scale, visibility and greater consumer engagement opportunities for our beverage brands. We look forward to working with PVR to help the combine, garner an increasing revenue share of the category over the next five years."

Beverages from PepsiCo India include brands like Pepsi, Mirinda, Mountain Dew, 7UP, Nimbooz Masala Soda, Lehar Evervess Soda, Slice, Gatorade and Aquafina.