New Delhi, 5 March 2009: Mountain Dew, a drink that has become synonymous with adventure and grit in the face of danger, is all set to go on air with its new thematic campaign for 2009 'Darr Ke Aagey Jeet Hai'. The new campaign further reinforces Mountain Dew's strong credentials as a drink of choice for people with a thirst for adventure and who are not afraid to overcome their fear and emerge successful.
The new TVC shot in Thailand is very sleek and is backed by a great background score that brings alive the entire concept. With its new TVC, Mountain Dew takes up the basic emotion of fear and concentrates on its positive aspects. It focuses on what lies beyond fear, and how it can be constructively used as a stepping stone to success. The storyline of the TVC, perfectly brings alive this proposition of 'Darr Ke Aagey Jeet Hai'.
According to Ms Alpana Titus, Executive Vice-President-Marketing Flavours, PepsiCo India, "Mountain Dew has enjoyed significant growth and popularity as a drink for adventure lovers and darers. The new TVC, by concentrating on the need to conquer fear, now makes the connect more universal, transcending gender and age. Fear is something which plagues us all in some form or the other. Overcoming that fear decides the thin line between success and failure. Mountain Dew's 'Darr Ke Aagey Jeet Hai' focuses precisely on this proposition."
This summer will witness high action from Dew across its key markets. The campaign will be supported by mediums such as innovative outdoor communication, TV, print, radio and loads of consumer initiatives.
The new Dew TVC perfectly brings out the brand's philosophy. The TVC which shows a man thinking twice before diving into the sea, before finally taking the plunge to find an exhilarating moment of success, is all about real challenges and the need to overcome them, something which we all face in our day to day lives. The entire TVC was focused on moving into a real space with which the consumer would find an instant connect. Instead of a do or die situation, the campaign introduces a refreshing positivity by focusing on what lies beyond fear. It consciously explores a 'what if I conquer my fear' situation rather than a 'what if I fail' situation.
The shooting of the TVC had its own interesting moments and hurdles, which were overcome in true Dew style to create a state of the art piece. At first, the creative team decided to use crash test dummies for the diving scene. But the idea was abandoned when they broke into 20 pieces when thrown out of the helicopter, also taking with it an expensive diving suit. Thereafter, the model refused to take the plunge. The creative team then had to get naval frog men to attempt the jump, which they did successfully. The suits were so hot from inside that the models lost 6 kilos each in the 2 days of shoot. They also drank a whopping 35 bottles of Gatorade each day.
Moreover, crew was Thai, the models were Slovanian, the creative team Indian and the DOP Thai which let to many a laugh. It didn't help that neither of them knew each others. They overcame that too using sign language to finally wrap up a great and highly entertaining shoot.
PepsiCo is one of the world's largest food and beverage companies, with 2008 annual revenues of more than $43 billion. The company employs approximately 198,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods.
PepsiCo entered India in 1989 and has grown to become the country's largest selling food and Beverage Company. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. The group has built an expansive beverage, snack food and exports business and to support the operations are the group's 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo's Frito Lay snack division has 3 state of the art plants. PepsiCo's business is based on its sustainability vision of making tomorrow better than today. PepsiCo India's commitment to living by this vision every day is visible in its contribution to the country, consumers, farmers and people.
Mrinall Kanti Dey
General Manager - Corporate Communication
PepsiCo India Holdings
Mobile: +91 98990 43917
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