Router Sports Technologies Pvt. Ltd., an eSports content and gaming company, has partnered with PepsiCo India-owned carbonated soft drink Mountain Dew to launch the ‘Dew Clutch Crew’ campaign this month. The company said the campaign is built on the concept of ‘clutch’ – an in-game moment where a player can be faced with a position of disadvantage, but with bold action, can defy all odds. The company said this is in line with the carbonated soft drink’s positioning – ‘Darr Ke Aage Jeet Hai’, where gamers can demonstrate this through gameplay. The creators of ‘Free Fire’ bring a streaming series on its app and YouTube channel. Piyush Kumar, founder and CEO of the gaming company, said, “It is the perfect partner to feel the synergy with the gaming ecosystem like ours. We are confident that our association will create a successful and exciting experience for brands, creators and audiences alike on Rooter. Will become a blueprint for permanent integration.”
Two years ago, it added Indian cricketer Yuzvendra Chahal, who streams exclusively on its platform. The company also tied up with Team Orange Rock, Orangutan and Revenge Esports. Vineet Sharma, Category Director, Mountain Dew, PepsiCo India, said, “Dew is excited to partner with them to celebrate moments of adventure in the world of gaming. It will continue to fuel the growth and recognition of gaming – a major passion point among the youth today. gaming ecosystem, to connect and engage gaming enthusiasts, both players and viewers alike.”
The gaming company was founded in 2016 by Kumar and Dipesh Agarwal. In 2022, it raised $25 million in its Series A funding round led by Lightbox, March Gaming and Duane Park Ventures.
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