Mountain Dew appoints new brand ambassadors

10 Dec,2014



PepsiCo’s Mountain Dew has signed on two new brand ambassadors – actors Arya and Akhil. As an extension to its philosophy of ‘Who Dares, Wins’ the brand has announced the launch of a new campaign #RiseAboveFear in Tamil Nadu and Andhra Pradesh. The campaign will be supported by a thematic TVC that shows both the actors overcoming their personal ‘Mountain of Fears’.


Speaking on the association, Ruchira Jaitly, Sr. Director, Marketing (Social Beverages), PepsiCo India said, “With Mountain Dew, our endeavour has always been to inspire the youth to face their fears and overcome them to achieve something. We are proud to associate with Arya and Akhil who embody the spirit of ‘Who Dares, Wins’ and are a part of our #RiseAboveFear campaign. We believe we have created a great film with them and are excited to get feedback from our consumers.”


Senthil Kumar, National Creative Director, JWT said, “Mountain Dew as a brand has stood for challenging oneself and overcoming our inner fears. In the film, our protagonist is out to search for the Kurinji flowers that bloom once in 12 years in the Western Ghat region of India. While they encounter a number of road-blocks which challenge their belief and force them to reconsider their decision of scaling the mountain; they eventually overcome their fear and successfully win over the Mountain of Fear.”


The #RiseAboveFear campaign will be supported by a 360-degree approach including outdoor & on-ground activations and an exciting digital engagement programme. It will also be rolling out an innovative and exciting sampling with bikers, who will be showcasing their skills. Mountain Dew, the soft drink exhilarates like no other because of its active and citrus taste. Challenge, a can do attitude, adventure and exhilaration are deeply entrenched in its brand DNA and the brand has always celebrated the bold and adventurous spirit of the youth. The brand enjoys high salience in the Indian market via a deep and compelling consumer insight of ‘Who Dares, Wins’. The campaign encourages consumers to overcome their inner fears and try something new, explore new boundaries to emerge victorious.


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