PepsiCo India launches new campaign ‘Darr Ko Maro Dew’

New Delhi: Celebrating the spirit of confronting fears to win, PepsiCo India revealed its latest campaign ‘Darr Ko Maro Dew’ for it popular drink, Mountain Dew. An exhilarating campaign, the Mountain Dew ‘Darr Ko Maaro Dew’ campaign is all about shrinking your fears to overcome them and emerging victorious with a bold, daring and a can – do attitude. Supported by a larger than life television commercial and the internationally popular Mountain Dew Xtreme Tours, the campaign brings to India leading Skateboarders, BMX & FMX professionals. It sets out to amplify and instill a feeling of confidence to shrink your fears and get ahead in life with Darr ko jitna chota samjho utna hi achha hai.

Kick-starting the campaign, Mountain Dew recently associated with boxing champion, Vijender Singh; World Champion wrestler, Sushil Kumar and Indian national hockey player, Sandeep Singh and has given consumers a a unique opportunity for to train with the top athletes in India for a day. Both Vijender and Sushil were seen shrinking their fears to conquer in Mountain Dew’s on-air campaign around the theme of ‘Darr Ko Maaro Dew’. This campaign and the association with Mountain Dew has been received extremely well by consumers.

Speaking about the campaign, Ms. Ruchira Jaitly, Executive Vice President – Marketing, Beverages (Flavours), PepsiCo India said, “Mountain Dew has always believed that Going beyond fear is the path to victory and with this latest campaign, we urge the consumers to shrink their fears and move ahead with a self- belief and a never say die attitude to win. Aligned to this thought, we had initiated this season with an association with Vijender Singh, Sushil Kumar and Sandeep Singh, who have been a source of inspiration to us by emerging victorious after facing testing times and the toughest of challenges. We are taking forward our brand proposition by means of an exciting new ad film which we have launched with IPL. In addition, we shall bring this to life for consumers by bringing to India an international property – Mountain Dew Extreme Tours, at a never-before scale in cities across the country – because ‘Darr ke Aage Jeet Hai’!

Speaking about the campaign, Mr. Agnello Dias, National Creative Director, Taproot said “This film stays consistent with our current year’s interpretation of the emotion of fear – that the more we are scared, the larger any fear grows and the more one confronts it, the smaller it seems. We’re happy to build on the classic Dew platform of Darr ke aage Jeet hai”

Mr. Abhinay Deo, Director of the Mountain Dew ad film says “Through the TVC we wanted to bring to India for the very first time the concept of extreme sports and highlight the thrill, adrenaline rush and fearlessness associated with the sport. These attributes exactly resonate with Mountain Dew’s brand philosophy. The TVC has been shot in a way so as to leave the audience in awe”.

Opening up immense opportunity, the Mountain Dew Xtreme Tours will unveil over 5 locations namely Delhi, Bangalore, Hyderabad, Lucknow, Ludhiana and Chandigarh. Dew Extreme Tours kick – starts activation in April with the best of skateboarders, BMX and FMX professionals from across the world competing and sharing their trade secrets in interactive consumer workshops and on ground interactions with consumers across the country. The “Mountain Dew Xtreme Tours” will be supported by a 360-degree approach including on-air, outdoor & on-ground initiatives and digital engagement programmes.

Mountain Dew, the soft drink exhilarates like no other because of its daring, high-energy, active, extreme citrus taste. Challenge, a can do attitude, adventure and exhilaration are deeply entrenched in its brand DNA and the brand has always celebrated the bold and adventurous spirit of the youth. The brand enjoys high salience in the Indian market via a deep and compelling consumer insight of ‘Darr Ke Aage Jeet Hai’. It encourages consumers to overcome their inner fears and try something new, explore new boundaries to emerge victorious. Mountain Dew is the fastest growing brand within the carbonated soft drinks category and is available in various pack sizes of 200 ml and 300 ml returnable glass bottles; 500 ml, 1 litre, 2 litre and 2.25 litre PET bottles.

Campaign details:
• Creative Agency: Taproot India
• Creative Team: Agnello Dias, Santosh Padhi
• Director for the film: Abhinay Deo
• Production House: RDP
• Media Planning: Mindshare
• Language: Hindi & other regional

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