Madison Mates helps Mountain Dew power Zindagi Na Milegi Dobara

The innovation and integration has been identified and executed by MATES; launches TVC showcasing tie-up.

Neha Saraiya | Delhi | June 29, 2011

Mountain Dew now strengthens its core brand USP – Darr Ke Aage Jeet Hai by associating and powering with the upcoming multi-starrer, Zindagi Na Milegi Dobara. A new TVC showcasing this tie-up launches on June 21^st, 2011, presenting a perfect blend of adventure, boldness and excitement that captures the true spirit of the brand in the movie. The movie which showcases three friends who decide to turn their fantasy vacation into reality and head to explore, unwind and enjoy undertaking some ultimate adventure sports, confirming at every step that Darr Ke Aage Jeet Hai!

Mountain Dew truly empowers the actors throughout the movie giving them the courage of doing more and beyond; and most essentially facing their fear. The thrill and optimism that Mountain Dew gives them throughout this holiday, changes their lives forever. Some adventure sports might sound easy but once one is up to it they feel knots in the stomach which might cause some hesitation. But just a sip of Mountain Dew cures it all and gives one the will to conquer all fears. And the new TVC resonates just that.

Earlier this year, Mountain Dew launched its brand new campaign with Salman Khan as its brand ambassador. The concept behind the campaign remains to overcome fear by facing it since Darr Ke Aage Jeet Hai.

Alpana Titus, Category Marketing Director (Flavoured Carbonated Drinks), PepsiCo India Beverages said, “Mountain Dew is proud to be associated with the movie “Zindagi Na Milegi Dobara. Mountain Dew has always supported and reasserted that one has to face their fears to conquer it. Our new TVC and association with Zindagi Na Milegi Dobara shows just that. Throughout the movie, Mountain Dew helps the actors to embark on yet another ultimate adventure sport. Whenever they lose hope and need some positive push, Mountain Dew is at rescue. Our campaigns have always been all about ultimate adventure and daring stunts that reflect the brand's persona. Our new TVC and movie association takes the campaign 'Darr Ke Aage Jeet Hai' to the next level. We look forward for the success of the movie.”

The innovation and integration has been identified and executed by MATES (Entertainment Unit of Madison World). “The key to the success of this association with Mountain Dew and Zindagi Na Milegi Dobara is the relevance between the content and the brand. The brand promise is personified and manifested into engaging content which will communicate the brand experience to the relevant audiences in a way better and more involving than traditional formats.” said Darshana Bhalla, CEO, Madison Teamworks fp &e Pvt Ltd.

Neha@BestMediaInfo.com

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