Mountain Dew encourages debutant cricketers to 'Jakad Ke Pakad'

Delhi: This cricketing season witnessed the emergence of debutant talent and the celebration of emerging cricketers on the field by superfans. Cricket fans across the country prompted Mountain Dew on this surge of love for the newcomers which led the brand to take notice and launch a digital initiative, 'Jakad Ke Pakad' that is inspired by the voice of fans and true events.   

The campaign 'Jakad Ke Pakad' presents a narrative that aims to honour the bravery and perseverance of debutant cricketers and encourages them to overcome their fears.

The campaign film showcases a new cricketer gearing up to step onto the field. As he buckles up, doubt begins to creep in, but he fights through his thoughts, grabs his bat, and walks out with his head held high, overcoming his fear with a resolute look on his face. This transformation from apprehension to courage aims to emphasise the importance of embracing challenges and pushing beyond limitations to achieve greatness.

The film aims to recognise the courage required by debutant cricketers to set foot on the field, constantly under pressure to prove themselves and perform their best. It reiterates Mountain Dew's belief of ‘Darr Ke Aage Jeet Hai’ that signifies that in the face of any challenge, there are two choices: either succumb to fear and turn back or overcome fear and move ahead. It is this choice that sets real heroes apart from the rest.

Speaking on the campaign, Akankshaa Dalal, Category Head, Mountain Dew, PepsiCo India, said, “During the on-going cricketing season, seeing superfans encouraging the newcomers to overcome fear with courage was a powerful reminder of what we as Mountain Dew stand for. It was truly humbling to see consumers repurposing the brand's tagline of Darr Ke Aage Jeet Hai, reinstating that our message resonates deeply with them, and this inspired us to create a campaign that celebrates the courage and determination of debutant cricketers. This new campaign is dedicated to superfans and the newcomers of this season. The fans for cheering on the ones who need their support more than anyone else; and the newcomers to whom we acknowledge that first time fear can be overwhelming. We hope this digital campaign and film will connect with our consumers across the country and shower their love and support on these trailblazers during the ongoing cricket season.”