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Home » Media » Press Releases » #RiseAboveFear with Mountain Dew

#RiseAboveFear with Mountain Dew

  • Mountain Dew expands presence in the South markets
  • Ropes in actors Arya and Akhil as the new brand ambassadors

Hyderabad / Chennai, December 9, 2014 All set to strengthen its presence in the Southern markets of India, PepsiCo’s daring drink Mountain Dew signs 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, JWTsaid, “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.”

Known for successful Tamil films like Vettai and Rajarani, actor and now Mountain Dew brand ambassador, Arya is known to be an adventure enthusiast himself. Talking about this association, the actor says,“All of us have our fears- for instance I have a fear of heights! But the Mountain Dew #RiseAboveFear campaign shoot helped me face my fears and successfully overcome it. ‘Acham Thandi, Uccham Thodu’ (‘Who Dares, Wins’) is a powerful thought and philosophy for a brand that instils confidence and a can-do-attitude to move ahead in life. I’m excited to be a part of this brand and look forward to a daring and adventurous journey ahead.”

Sharing his experience, actor and now Mountain Dew brand ambassador, Akhil, son of superstar Nagarjuna said, “Shooting for the Mountain Dew film was an experience by itself, it taught me to rise above my fears and explore new boundaries. During the shoot,I was initially quite apprehensive about climbing the precarious rocky mountain in extreme conditions but winning over your inner fears is what this brand teaches you to do. Mountain Dew is all about- taking a risk, overcoming your fear and emerging victorious. Truly, ‘Bhayam Vadalu, Shikaram Thaaku’ (‘Who Dares, Wins’)!”

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.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in

Kuheli Ray | Parakram Hazarika

Genesis Burson-Marsteller

+91 9999783541 |+91 9711311668

Email: Kuheli.ray@bm.com | Parakram.hazarika@bm.com