Mountain Dew, the beverage brand from the Pepsi stable, has sought to build greater brand connect that takes forward its ‘Darr ke aage jeet hain’ proposition with a series of on-ground activities executed by outdoor media firm Jagran Solutions. The activation, which began on April 22, is being executed in cities like Lucknow, Kanpur, Allahabad, Bareilly, Gorakhpur, Varanasi and Moradabad and will conclude on May 26.
Talking about the brand activation, Ambika Sharma, National Head, Jagran Solutions, said, “The campaign combines reach, brand, experience, interaction, engagement and sampling with a mix of media support ensuring a strong brand presence for the consumer. The consumer response thus far has been extremely encouraging.”
The prime objective of the activation is to enhance the brand connect with the consumer and to introduce the new grip pack of Mountain Dew to the target group by engaging them in adventurous games.
The brand has used its popular tagline “Darr ke aage jeet hain” for the activities called ‘Get Grip on your Fear’, depicting the ‘fearless’ attitude of the brand consumers. For the activation, Jagran Solutions has targeted male audience in the 18-32 age group belonging to SEC A+, A & B.
The campaign has been executed in non-metro cities that have been cited as high potential markets for the brand, and introducing the new grip pack in these places was expected to be highly impactful.
Hoardings would be put at hi-visibility locality in each city. The hoarding would carry the message of the teaser campaign “Get Grip on your fear with Mountain Dew.”
To back the roadshows and consumer engagement, the brand will soon launch its outdoor campaign at high visibility localities in each of the target cities, using different media formats like hoardings, gantries and bus queue shelters. The hoarding would carry the message of the teaser campaign "Get Grip on your fear with Mountain Dew" to build the curiosity among the target groups.
Jagran Solutions has executed roadshows at marketplaces in the target cities. Floats have been stationed in high-visibility areas where daring games are organised for the audience.
At these venues, MCs have been engaged to interact with the audience and encourage them to participate in the events even as people get to sample Mountain Dew. The games at hand include 'Spider Web', 'Monkey Crawling', 'Fidget Ladder' and 'Conquer the Wall'.
In the 'Monkey Crawling' game, for instance, the participant is required to crawl up a suspended net and collect the Mountain Dew flag placed at the top, and climb down. The winner would be among those who complete the task in the shortest duration. In the 'Fidget Ladder' game, the participant is required to cross a fidget ladder placed at end of a Canter vehicle without falling off. Those completing the task in the shortest time would be the winners.
Through print, editorials would be given which will help in the maximised reach and hype of the activity. Print medium would also complement the announcements done on radio.