New Delhi, February 28 2008: Mountain Dew, the drink that celebrates the adventurous spirit of the youth, will be on air with its new thrilling and stimulating river rafting campaign starting 1st of March. The new commercial is a bold, fresh, engaging sliver of "Darr ke aage JEET Hai". Through this breath-taking thematic campaign, Mountain Dew aims to strengthen its bond with its core target audience who is adventurous, bold and daring.
Commenting on Mountain Dew's new campaign, Mr. Pratik Pota, Executive Vice President, Marketing - Flavours, PepsiCo India said, "Mountain Dew is a brand that exemplifies the adrenaline rush, exhilaration and a'can do attitude'. The objective of the new thematic campaign is to strengthen the brand philosophy of'Beyond Fear, Lies Victory' and further forge a deeper connect with today's youth. After launching Mountain Dew in a stronger & new formulation in 2007, the brand has become one of the fastest growing drinks in the CSD category and through this campaign we plan to reach the next level of brand experience."
The thematic campaign is also backed by a comprehensive 3D activation plan comprising of television, web and wireless, outdoor, press and radio. As part of outdoor activations, Mountain Dew is planning a high decibel multi-city consumer engagement program.
The new Mountain Dew commercial is a continuation of the 'Darr ke aage JEET Hai' campaign. This campaign has found tremendous empathy amongst the youth of India. They have understood it, internalized it and loved it.
The TVC tells the story of 4 young men who are about to raft down a treacherous and extremely dangerous stretch of river. We get a peek into each of their minds and we realize that a strange thing is happening!
Each one of them is thinking that he is the only one who is scared while the others are not! As we realize that actually each one of them is feeling scared, we hear a voice that tells the boys "darr sabko lagta hai. Gala sabka sookhta hai".
Now all the boys hear a'clink' sound and turn around to see mountain dew Bottles clinking in the raft. The boys pick up their mountain Dew and we see steely determination in their eyes. They drink deep off their bottles and nod at each other purposefully. Now the voice continues "toh aane do darr ko. Kyonki darr ke aage jeet hai".
The boys dig their paddles into the water and attack the river. We have a dramatic, hi-action sequence of them taking on the river, and then, suddenly, they vanish under a mountain of water. Just when their friends standing on the banks are getting worried, we see our boys shoot out from the mountain of water with their paddles held high!
The commercial ends with them proudly holding aloft a cup as a voice says: "Darr ke aage JEET Hai".
The TVC has been shot in South Africa and will be on air starting 1st March. It has been directed by Jonathan Parkinson and the production House The Reel Company.
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Mrinall Kanti Dey
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