One of India’s biggest esports and gaming content providers, Rooter, has just revealed a new partnership with a well-known beverage brand, Mountain Dew. Both companies have joined forces for a new ad campaign titled ‘Dew Clutch Crew,’ which will run from February 8 through February 24.

For this collaboration, Rooter will enlist some of Free Fire‘s most prominent creators, including Lokesh Gamer, Pahaadi Gaming, AS Gaming, and more, who will demonstrate their skills in the game with a new series on the Rooter App and YouTube channel.

According to the company, the central idea of the partnership is upon decisive moments, when players rise above the circumstance to produce an unlikely triumph. This goes well in hand with Mountain Dew’s slogan.

Founder and CEO of Rooter, Piyush Kumar, on the collaboration, said, “With Dew Clutch Crew, our fans get to be in the thick of high-octane gaming action – watching, playing and streaming alongside their favorite creators and sharing their Clutch stories.”

“As the ultimate Clutch fuel, Mountain Dew is the perfect partner to realize synergies with a gaming ecosystem like ours,” he added.

Vineet Sharma, category director at Mountain Dew, PepsiCo India, said, “Dew is excited to partner with Rooter in celebrating this courageous moment in the gaming universe. Dew will continue to promote the growth and recognition of gaming – a key passion point amongst the youth today.”

Rooter also hosted a cricket eWorld Cup tournament last year during the ICC T20 World Cup 2022 in Australia. The whole tournament had a prize pool of Rs. 10 lakh and was aimed to connect with the 800 million die-hard cricket lovers across India.