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The Mountain Dew's tagline has been integrated in the name of the movie, a PepsiCo press release stated.
"Mountain Dew is a brand that exemplifies exhilaration, adrenalin and a 'can do attitude'. We are proud to announce the partnership between Mountain Dew and Mission Istaanbul- 'Darr ke aagey Jeet hai'," PepsiCo India Executive Vice President for Marketing and Flavours Jyotsna Gadi said.
"With Mountain Dew, we have found an ideal in-film placement that does not seem forceful considering the fact that the movie script integrates very well with what the brand Mountain Dew stands for," Mission Istaanbul 'Darr ke aagey Jeet hai' Director Apoorva Lakhia said.
PepsiCo is planning to promote the association by means of a comprehensive communication plan using television and a nationwide contest, the release added.
(PTI)
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