New Delhi: Jagran Solutions – India’s leading new age marketing agency that provides solutions for Brand Activation via Consumer Connect Strategies, recently launched Mountain Dew- Get Grip on your Fear Campaign for Mountain Dew. The main aim of the campaign is to depict the fearless attitude of the brand & to showcase the new Grip pack to consumers.
Mountain Dew- Get Grip on your Fear Campaign conceptualized by Jagran Solutions is a multi-media campaign led by on-ground activation. The campaign is supported via a mass media which includes OOH, Radio, Print and Activation.
Alpana Titus, Executive Vice President, Flavors comments, “The prime objective was to create brand experience & salience among target audiences in potential markets. We have invested in impact marketing, such as print, radio & signage’s across places to increase permanent visibility. The idea was not just to touch a city, but to go deeper into the state and create optimum impact”.
The campaign has a strong on ground component leading the Darr ke Aage Jeet Hai Campaign. During the campaign, road shows and interactions were conducted across marketplaces and high-visibility localities. The activation aimed to enhance brand connect with the consumers and to introduce the new Grip Pack of Mountain Dew to the target group by engaging them in adventurous games. Mountain Dew, via this activity, has targeted male audience in the age-group of 18-32 belonging to SEC A & B. It has been executed in non-metro cities that have been cited as highly potential markets for the brand. Many activities such as Spider Web, Monkey Crawling, Fidget Ladder and Conquer on the Wall were used to interact and engage with the participants. The campaign creative’s and concept has been developed by Jagran Solutions for Mountain Dew.
Ambika Sharma, National Head Jagran Solutions comments, “It’s a campaign which combines reach, brand, experience, interaction, engagement and sampling with an integrated mix of media support ensuring a strong brand presence for the consumer. The reaction and results have been extremely encouraging so far”.
Jagran Solutions is handling on-ground activity which started on 22nd April in Lucknow, Kanpur, Allahabad, Bareilly, Gorakhpur, Varanasi and Moradabad to be concluded on 26th May’ 2010. Media partners include Dainik Jagran for Print and various FM channels like Radio Mantra, Radio Mirchi and Red FM in different cities.