With urban consumers increasingly switching to OTT streaming platforms from television viewing, beverage and snacks maker PepsiCo has signed a brand association agreement with Netflix, one of the first and biggest such deals across OTT platforms in India.

The association will integrate brand Pepsi with Money Heist, the Spanish show which is among the most viewed in India as well as globally on Netflix.

Spokespeople for PepsiCo and Netflix confirmed the development. PepsiCo cola category lead Saumya Rathor said: "Money Heist and the swag of its characters fits in seamlessly with Pepsi's brand proposition." The deal will involve brand Pepsi and Money Heist jointly promoting the show across digital platforms, virtual fan fests, Pepsi-Money Heist beverage cans and a digital film with actor Tiger Shroff who currently endorses the cola brand, among other activation, the executives said