MUMBAI: Mountain Dew brand has always focused on facing one’s fears to achieve exemplary results. Targeted at the youth of India, the beverage brand has unveiled a new campaign that encourages consumers to move beyond their fears and stand victorious in the race of life.
The new TVC delves into the daily struggles of people across the spectrum – bringing out that each person reacts differently to circumstances and that fear is subjective with no definite scale, measure, or boundary. The film is a reverberation of Mountain Dew’s belief that in case of a challenge, there are only two choices one can make – either give in to fear and turn back or overcome fear and move ahead with courage. It is the choice that one makes that sets the real heroes apart from the rest.
The film brings together situations and scenarios from the lives of different people in the form of a montage – a boy facing the microphone in front of an audience, a boxer in the boxing ring, a biker at the edge of a cliff, a girl standing at the edge of a diving board, a boy frozen in his steps to paraglide and a girl sending a text to break up with her partner – all these people are hesitating to take their challenges head-on. In comes Mountain Dew – with one sip of the drink, metaphorically, these moments of hesitation and fear are dissolved as the characters take the plunge with faith and courage to face their fears.
PepsiCo India category director Mountain Dew Vineet Sharma said, “With our ‘Darr Ke Aage Jeet Hai’ philosophy, Mountain Dew has always celebrated the spirit of those who push themselves forward in the face of fear to achieve extraordinary results. The brand acknowledges that fear is universal, and every individual is beset with the feeling of fear. Fear can arise from a myriad of situations that are unique to each one of us and in this film, we have tried to focus on everyday fears that many of us can relate to. We believe that real heroes are those that face the challenge head-on and eventually emerge as winners. We are confident consumers across the country will relate to this touching new film and as always, the philosophy of ‘Darr Ke Aage Jeet Hai’ will resonate strongly with them.”
Flibbr Consulting managing partner Rahul Jauhari stated, “Speaking of everyday fears yet keeping the ethos, energy and adrenaline rush of the brand was a fine line one had to tread and I’m glad we could deliver on the brief. We are confident that this TVC will help in connecting to a wider audience at a deeper level.”
The new Mountain Dew campaign and TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. The beverage is available in single/multi-serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms.
Commenting on this, DDB MudraMax OOH retail and experiential president Mandeep Malhotra said, “Sport is very close to my heart and when the opportunity to associate with a brand standing tall to the passion came up, was really thrilled to create magic. The team did a wonderful job on picking up unusual formats of advertising. Various touch points were exploited and the new identity made it to top of mind recall with a smooth transition.”
