Mountain Dewâs latest campaign âNamumkin Mein Hi Naam Chupa Haiâ celebrates an exhilarating journey of real-life heroes, Gurmeet Virdi and Kirpal Singh Tung of Gerrari Offroaders, who are synonymous with off-roading in the country.
The celebration of the inspiring journey of Gerrari Offroaders is consistent with Mountain Dewâs efforts over the last three years, of showcasing real-life heroes through its âRisk Utha Naam Banaâ campaign. âRisk Utha, Naam Banaâ is based on the powerful insight that greater success needs greater risks and one should always strive to break out of the ordinary.
Naseeb Puri, Director, Mountain Dew and Energy, PepsiCo India, said, âMountain Dew has always celebrated the spirit of those who push themselves to achieve extraordinary results, making a name for themselves in the process. Gurmeet and Kirpal are an embodiment of the Dew philosophy of Risk Utha, Naam Bana and it is our privilege to be able to share their inspiring story with millions of Indians across the country.â
Taking inspiration from the adventures of Gurmeet, Kirpal, Kabir and the Gerrari Offroaders, the Mountain Dew film is an ode to those who take risk head on and come out victorious. In the words of the Gerrari Offroaders themselves, when theyâre seen as the underdogs, what they may lack in resources, they make up for in jigar. In the moment of choice, itâs that jigar that makes the difference between Naam and Namumkin.
Senthil Kumar, Creative Chief at Wunderman Thompson, said, âMountain Dew brings authentic and inspiring stories of real-heroes using the popular cinematic biopic storytelling format. This time Hrithik Roshan shares the story of Indiaâs first 4x4 world champions. Set amid the rainforest landscape, this shoot was an adventure like no other. The journey of these men is one filled with grit and guts. This Mountain Dew film is a salute to the spirit of risk taking and the hunger to make a name inspiring the viewers to do the same.â
Risk Utha Naam Bana has been consistently bringing to life, authentic stories of real-life heroes through its Risk Takers of India platform; the most recent one being the hugely successful 2018 campaign featuring mountaineer Arjun Vajpai.
The 2019 campaign too will bring alive stories of motor sporting risk-takers like Aishwarya Pissay and Yuvraj Singh. It will also be supported by a scale surround programme across digital, outdoor, on-ground etc. that will go deep into the heartland markets.
Members of the Gerrari Offroaders, Gurmeet and Kirpal, were the first-ever Indians to win the Rain Forest Challenge (RFC) in Malaysia in 2016. Gurmeet and Kabir won RFC India in 2017.
RFC is widely known as a sports/adventure tourism event, first launched in Malaysia in 1997. The event is an extreme off-road motorsport competition that tests the contestants' driving and vehicle recovery skills, team spirit along with their physical and mental strength under extreme off-road conditions.
Client: Mountain Dew
Agency: Wunderman Thompson
Chief Creative Officer: Senthil Kumar
Managing Partner: Varun Channa
Snr VP and Business Head: Ritu Nakra
VP and Executive Creative Director: Nakul Sharma and Tirtha Ghosh
National Planning Head: Mythili ChandrasekharÂ
AVP and Strategic Planning Director: Arnab Datta ChaudhuriÂ
Production House: Firecracker
Producer: Harsh Dave, Meeta Dave
Director: Jim Weedon
Music: Dhruv Ghanekar