Conceptualised by JWT, the campaign, titled ‘Naam Bante Hain Risk Se’, talks about rising above fear, taking up challenges and emerging victorious
BestMediaInfo Bureau | Mumbai | February 27, 2015
Continuing with its theme of rising above fear, taking up challenges and emerging victorious, Mountain Dew has come out with a new campaign, titled ‘Naam Bante Hain Risk Se’. Conceptualised by JWT and featuring actor and brand ambassador Hrithik Roshan, this film has been directed by Hollywood director Rob Cohen. This is Cohen’s very first Indian commercial. The TVC went on-air on February 20, 2015.
Commenting on the campaign, Babita Barua, Senior Vice President, JWT, said, “Mountain Dew is a ‘courage’ liquid. The brand inspires youth to take on challenges, no matter how daunting they are, move out of the ordinary and rise above fear, to create a name for them. We are very confident of the proposition – ‘Naam Bante Hai Risk Se’, and the campaign with Hrithik, directed by renowned Hollywood director Rob Cohen.”
Shot in Dubai, the TVC features four friends, who are underdogs from a small town preparing for a big car rally in Dubai. This team of friends has assembled their own car to make it to the big race, but don’t get off to a good start when compared to the other racers. However, during the race all cars are faced with a gigantic sandstorm; while all the other cars turn back, this team of risk-takers head straight into the sandstorm and eventually emerge victorious. The essence of this TVC is that you need to take that big risk to make a bigger impact on the world stage.
Speaking on the campaign, Ruchira Jaitly, Senior Director, Marketing (Social Beverages), PepsiCo India, said, “Mountain Dew is the instigator that helps you break out the ordinary. The ‘Naam Bante Hai Risk Se’ campaign captures the thought and ideology of every Indian today, who believes in taking up a challenge in a unique Mountain Dew way. Hrithik and Rob have been great assets for us and have come together to make a brilliant film for Mountain Dew. We hope our consumers like it as this is our way of saluting the spirit of the Dew dude.”
Actor and brand ambassador, Hrithik Roshan, commenting on the campaign, said, “When I heard the phrase ‘Naam Bante Hai Risk Se’, I immediately connected to it and was excited about the whole risky shoot and theme of the TVC. Risk is closely connected to self-confidence and in my opinion, this campaign couldn’t have come at a more relevant time – a time when we Indians are raring to go, pumped up to take risks in things we believe in and charged up to push the envelope a bit further! I am certain that people will relate to the latest Mountain Dew campaign – ‘Naam Bante Hai Risk Se’ – as it encourages them to believe in themselves to take risks to overcome their fears.”
The campaign will be supported by a 360-degree approach, including outdoor and on-ground activations as well as a digital engagement programme. The campaign encourages consumers to overcome their inner fears of taking risks and try something new, explore new boundaries to emerge victorious.
Creative Agency: JWT
Executive Creative Director: Sundar Iyer
Creative Director: Udayan Chakravarty
Art Director: Vinayak Gaikwad
Director for the film: Rob Cohen
Production House: Bang Bang Films
Business Head: Babita Baruah
Account Planning Head: Mythili Chandrasekar
Account Management: Ritu Nakra, Anubha Mathur, Shweta Raina
Account Planning: Chandana Raizada