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Mountain Dew ‘fearlessly’ goes to South

Pepsico has roped in popular actors Arya and Akhil as its brand ambassadors and they are seen overcoming their ‘Mountain of Fears’ in the new TVC

BestMediaInfo Bureau | Delhi | December 12, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

All set to strengthen its presence in the Southern markets of India, PepsiCo’s daring drink Mountain Dew has signed on two new brand ambassadors - actors Arya and Akhil. As an extension to its philosophy of ‘Who Dares, Wins’ the brand has announced the launch of a new campaign ‘#RiseAboveFear’ in Tamil Nadu and Andhra Pradesh. The campaign, conceptualised by JWT, will be supported by a thematic TVC that shows both the actors overcoming their personal ‘Mountain of Fears’.

The 90-second TVC starts with three young boys discussing their adventure plans on the top of a mountain. The boys are seen drinking Mountain Dew to overcome their ‘mountain of fears’. They face a lot of trouble and stumbling blocks while climbing. But, they do not deviate from their goal of searching Kurinji flowers in the Western Ghat region of India. In the end, they manage to win over their fears and also treat themselves to the view of the flowers for which they risked their lives.

Speaking on the association, Ruchira Jaitly, Sr. Director, Marketing (Social Beverages), PepsiCo India, said, “With Mountain Dew, our endeavour has always been to inspire the youth to face their fears and overcome them to achieve something. We are proud to associate with Arya and Akhil who embody the spirit of ‘Who Dares, Wins’ and are a part of our ‘#RiseAboveFear’ campaign. We believe we have created a great film with them and are excited to get feedback from our consumers.”

Senthil Kumar, National Creative Director, JWT, said, “Mountain Dew as a brand has stood for challenging oneself and overcoming inner fears. In the film, our protagonist is out to search for the Kurinji flowers that bloom once in 12 years in the Western Ghat region of India. While they encounter a number of road-blocks which challenge their belief and force them to reconsider their decision of scaling the mountain; they eventually overcome their fear and successfully win over the ‘Mountain of Fear’.”

Known for successful Tamil films like ‘Vettai’ and ‘Rajarani’, actor Arya is known to be an adventure enthusiast himself. Talking about this association, he said, “All of us have our fears – for instance, I have a fear of heights! But the Mountain Dew ‘#RiseAboveFear’ campaign shoot helped me face my fears and successfully overcome it. ‘Acham Thandi, Uccham Thodu’ (‘Who Dares, Wins’) is a powerful thought and philosophy for a brand that instils confidence and a can-do-attitude to move ahead in life. I’m excited to be a part of this brand and look forward to a daring and adventurous journey ahead.”

Actor Akhil, sharing his experience, said, “Shooting for the Mountain Dew film was an experience by itself – it taught me to rise above my fears and explore new boundaries. During the shoot, I was initially quite apprehensive about climbing the precarious rocky mountain in extreme conditions, but winning over your inner fears is what this brand teaches you to do. Mountain Dew is all about taking a risk, overcoming your fear and emerging victorious. Truly, ‘Bhayam Vadalu, Shikaram Thaaku’ (‘Who Dares, Wins’)!”

The campaign will be supported by a 360-degree approach including outdoor & on-ground activations, and a digital engagement programme. The brand will also be rolling out an innovative and exciting sampling initiative with bikers, who will be showcasing their skills.

The TVCs:








Agency: JWT Delhi

Chief Creative Officer: Senthil Kumar

Writer: Senthil Kumar

Production Company: Bang Bang Films, Mumbai

Director: Martin Aamund

Executive Producer: Siddharth Kelkar

Producer: Chahna Rupani

DoP: Johan Palm

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