Anyone who’s ever gone white water rafting would know the thrill and fear while hurtling down foaming water and the rapids. JWT’s new ad for Mountain Dew seeks to drive home the soft drink brand’s association with the adventurous spirit of the youth. The creative director behind the campaign, which has been shot in South Africa, is Surjo Dutt.
Elaborating on the new campaign, Pratik Pota, Executive Vice President, Marketing – Flavours, PepsiCo India, said, “Mountain Dew is a brand that exemplifies adrenaline rush, exhilaration and a ‘can do attitude’. The objective of the new thematic campaign is to strengthen the brand philosophy of ‘Beyond Fear, Lies Victory’, and further forge a deeper connect with today’s youth. After launching Mountain Dew in a stronger and new formulation in 2007, the brand has become one of the fastest growing drinks in the carbonated soft drink (CSD) category, and through this campaign we plan to reach the next level of brand experience.”
The thematic campaign is also backed by a comprehensive 360-degree activation plan comprising television, web and wireless, outdoor, press and radio. As part of outdoor activations, Mountain Dew is planning a high decibel multi-city consumer engagement programme.
The new Mountain Dew commercial is a continuation of the ‘Darr ke aage jeet hai’ campaign, which has found tremendous empathy amongst Indian youth.
The TVC shows four young men about to raft through a dangerous rapid. We get a peek into each person’s mind and come to know that each one is thinking that he is the only one who is scared while the others are not. As the boys try to conquer their fear, a voice tells them “Darr sabko lagta hai. Gala sabka sookhta hai” (Everyone experiences fear. Everyone’s throats go dry).
The boys then hear the ‘clink’ of Mountain Dew bottles kept in the raft. As they drink the beverage, the boys experience a rush of adrenalin and they take on the rapids overcoming their fear and paddle to safety. Says the voiceover: “Darr ke aage jeet hai” (Beyond fear, lies victory).
With this new campaign, Mountain Dew aims to strengthen its bond with its core target audience who is adventurous, bold and daring.
Sanjay Tandon, VP, JWT, said, “The brief that we got from the client was that we need to continue creating an emphatic link with the consumer. We needed to project Mountain Dew as a brand that helps you overcome your fear.”