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Tag: Akankshaa Dalal

  • Mountain Dew offers wild card entry to Kaun Banega Crorepati

    Mountain Dew offers wild card entry to Kaun Banega Crorepati

    Mumbai: Mountain Dew has launched an exciting collaboration with the game show Kaun Banega Crorepati (KBC), offering consumers a chance to secure a wild card entry into the show’s sixteenth season. This unique opportunity allows the Mountain Dew fans an opportunity to sit on the iconic hot seat, playing this popular game show, opposite the legendary Amitabh Bachchan, even after the official participation period has closed.

    This partnership is a testament to Mountain Dew’s commitment to motivating people to confront their fears and embrace Courage, a theme central to both the brand and KBC. So, the Mountain Dew x KBC campaign theme is, “Yeh khel ‘gyaan’ ka hai, par jeeta ‘himmat’ se jaata hai” (KBC is a game of knowledge, however, it takes courage to win it)!

    Commenting on the partnership, PepsiCo India category head, Mountain Dew, Akankshaa Dalal said, “Mountain Dew has always been about celebrating courage and victory in the various ‘hot seat’ situations that one can face in life. And this partnership with KBC is a natural fit as the game show brings with it moments where the stakes are high, and both knowledge and courage are tested every step of the way. By offering this wild card entry, Mountain Dew hopes to inspire millions to take bold steps towards realizing dreams.”

    Consumers can purchase Mountain Dew x KBC packs featuring a QR code till 30 September. By scanning the code, they will be directed to a WhatsApp bot where they can enter the 16-digit code found behind the label, provide demographic details, and answer a qualifying question. Those who complete these steps will have a chance to move on to auditions, with 10 lucky winners ultimately participating in KBC’s exclusive “Week of Courage.”

    The Mountain Dew x KBC campaign will be amplified through a TVC and a 360 campaign. The special Mountain Dew packs are being introduced across India and will be available at retail outlets and online platforms.

  • Superfans inspire Mountain Dew’s new campaign Jakad Ke Pakad

    Superfans inspire Mountain Dew’s new campaign Jakad Ke Pakad

    Mumbai: This cricketing season witnessed the emergence of debutant talent and the celebration of emerging cricketers on the field by superfans. Cricket fans across the country prompted Mountain Dew on this surge of love for the newcomers which led the brand to take notice and launch a unique digital initiative, ‘JAKAD KE PAKAD’, that is inspired by the voice of fans and true events.

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    The debutants have displayed a fearless attitude during the current cricketing season and their jaw-dropping acts have seen the mushrooming of many super fans across the country that were spotted across stadiums. These fans have gone all the way in supporting their new heroes with one thing in common – inspiring them to be fearless as they shape their future careers. These enthusiastic displays resonated deeply on social media, with influencers amplifying the message by sharing images of the fans. Large numbers of cricket fans reached out to Mountain Dew as no other brand has manifested stories of courage in the face of adverse challenges. The campaign ‘JAKAD KE PAKAD’ extends the brand’s iconic ethos, presenting a compelling narrative that honours the bravery and perseverance of debutant cricketers and encourages them to overcome their fears.

    The campaign film showcases a new cricketer gearing up to step onto the field. As he buckles up, doubt begins to creep in, but he fights through his thoughts, grabs his bat, and walks out with his head held high, overcoming his fear with a resolute look on his face. This transformation from apprehension to courage emphasizes the importance of embracing challenges and pushing beyond limitations to achieve greatness.

    The film recognises the immense courage required by debutant cricketers to set foot on the field, constantly under pressure to prove themselves and perform their best. It reiterates Mountain Dew’s belief of ‘Darr Ke Aage Jeet Hai’ that signifies that in the face of any challenge, there are two choices: either succumb to fear and turn back or overcome fear and move ahead. It is this choice that sets real heroes apart from the rest.

    Speaking on the campaign, Mountain Dew, PepsiCo India category head Akankshaa Dalal said, “During the ongoing cricketing season, seeing superfans encouraging the newcomers to overcome fear with courage was a powerful reminder of what we as Mountain Dew stand for. It was truly humbling to see consumers repurposing the brand’s tagline of Darr Ke Aage Jeet Hai, reinstating that our message resonates deeply with them, and this inspired us to create a campaign that celebrates the courage and determination of debutant cricketers. This new campaign is dedicated to superfans and the newcomers of this season. The fans for cheering on the ones who need their support more than anyone else; and the newcomers to whom we acknowledge that first-time fear can be overwhelming. We hope this digital campaign and film will connect with our consumers across the country and shower their love and support on these trailblazers during the ongoing cricket season.”

    As the campaign unfolds and gains further traction, Mountain Dew® will score partnerships with young as well as veteran cricketers to amplify the ‘Jakad Ke Pakad’ messaging forward. The campaign will go live across Digital and E-Commerce platforms.

    Mountain Dew is available in single and multi-serve packs across modern and traditional retail outlets and across e-commerce/quick-commerce platforms.  

  • Mountain Dew’s launches summer campaign with Hrithik Roshan

    Mountain Dew’s launches summer campaign with Hrithik Roshan

    Mumbai: Mountain Dew has launched its 2024 summer campaign with a new storyline of purposeful courage, a story about overcoming fear to save a friend. The campaign features Mountain Dew’s brand ambassador Hrithik Roshan, who has been associated with the brand for over a decade and is as synonymous to the brand as the ‘Darr ke Aage Jeet Hai’ tagline. Staying true to Mountain Dew’s original style, the film is filled with thrilling stunts and lots of adrenaline making it an enjoyable watch.

    The film opens with a massive tornado tearing through a township, and at a distance there a group of friends relaxing at a campsite unaware of the approaching tornado. Until one of them i.e., Hrithik Roshan, spots the fast-approaching tornado and his friend trapped under a car. In that moment of fear, the decision is between bracing the Tornado to save a friend or making a u-turn. That’s when Hrithik turns to Mountain Dew, gulps on it and powers ahead to bravely rescues his friend. The jaw-dropping action thriller reinforces Mountain Dew’s mantra of ‘Darr Ke Aage Jeet Hai.’

    Speaking on the campaign, PepsiCo India category head, Mountain Dew Akankshaa Dalal said, “We have always been a brand that has stood for courage, our tagline ‘Darr ke Aage Jeet Hai” lives the narrative not just for the brand but for India a country where pushing boundaries is the new norm. The brand has always acknowledged that fear is inevitable, it creates resistance, but it is courage that enables a single step ahead taking us to the point of ‘liberation’ or ‘victory’. So far, we have celebrated this as a personal triumph but for the first time Mountain Dew through this new summer campaign has brought a ‘purposeful courage’ narrative to the forefront. A story about overcoming fear to save someone else it is. When you have a tagline like ‘Darr ke Aage Jeet Hai’ and a brand ambassador like ‘Hrithik’ they are so synonymous with the brand that you don’t have to look to far to find meaning.”

     

     

    Commenting on the campaign, brand ambassador Hrithik Roshan, said, “Mountain Dew designs the most thrilling campaigns and it’s always a pleasure to collaborate with them. In our new campaign, we have woven the brand’s tagline ‘Darr Ke Aage Jeet Hai’ in a storyline revolving around friendship and courage. It has been fascinating to observe the evolution and pop culture impact of the tagline ‘Darr Ke Aage Jeet Hai’ over the years, and our latest AD film further reiterates Mountain Dew’s message to conquer one’s fears.”

    The new Mountain Dew campaign will go live with a robust 360 plan across TV, digital, outdoor, and e-commerce. Mountain Dew is available in single and multi-serve packs across modern and traditional retail outlets and across e-commerce/quick-commerce platforms.