With Mountain Dew, 'Darr ko Maro Dew'

The new TVC playing on overcoming fear has been conceptualized by Taproot. The brand will also introduce skateboarding and extreme biking through the 'Mountain Dew Xtreme Tours

BestMedidaInfo Bureau | Delhi | April 9, 2012

Celebrating the spirit of confronting fears to win, PepsiCo India unveiled its latest campaign 'Darr Ko Maro Dew' for it popular drink, Mountain Dew. An exhilarating campaign, the campaign is all about shrinking one's fears 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 and FMX professionals.

Kick-starting the campaign, Mountain Dew recently associated with boxing champion Vijender Singh; World Champion wrestler Sushil Kumar and national team hockey player, Sandeep Singh, and has given consumers a unique opportunity to train with these top athletes 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'.

Ruchira Jaitly, Executive VP - Marketing, Beverages (Flavours), PepsiCo India, said, “Mountain Dew has always believed that going beyond fear is the path to victory> With this latest campaign, we urge 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 have associated with Vijender Singh, Sushil Kumar and Sandeep Singh, who have been a source of inspiration by emerging victorious after facing testing times and the toughest of challenges. We are taking forward our brand proposition through this 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', on a never-before scale in cities across the country because 'Darr ke aage Jeet hai!'”

Speaking about the campaign, Agnello Dias, National Creative Director, Taproot, said, “This film stays consistent with our 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.'”

Abhinay Deo, Director of the Mountain Dew film, commented, “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 them. 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 across five locations, namely, Delhi, Bangalore, Hyderabad, Lucknow, Ludhiana and Chandigarh. The Dew Extreme Tours will kick off this month 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. The Mountain Dew Xtreme Tours will be supported by a 360-degree communication including on-air, outdoor and on-ground initiatives and digital engagement programmes.

The TVC:

Credits:

Creative Agency: Taproot India

Creative Team:            Agnello Dias, Santosh Padhi

Director: Abhinay Deo

Production house: RDP

Media Planning: Mindshare

Language: Hindi & other regional

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