New Delhi, India – As summer is approaching, the Indian arm of food and beverage company PepsiCo has launched its first-ever local campaign for the beverage ‘Mountain Dew Ice’, starring Bollywood superstar Hrithik Roshan.
The ‘Made for India’ Mountain Dew Ice has been developed to suit the Indian palate and is a significant milestone in PepsiCo India’s journey of innovation in the beverage category. In line with this, the first-ever Mountain Dew Ice campaign is building a very aspiring extension to the Dew philosophy.
The campaign focuses on Roshan contemplating on performing a bike stunt across a fire obstacle, and with ‘Mountain Dew Ice’, he takes the challenge head-on successfully. By its message, the campaign embodies the ideology of ‘Darr Ke Aage Jeet Hai’ or overcoming one’s fears to achieve great success. This is best seen by Roshi’s ending words “Har chunauti hogi paar, bas chahiye jeetne ki aag aur thanda dimaag”, or loving every challenge while maintaining a ‘cool’ mindset.
“This campaign for Mountain Dew Ice is as refreshing as its name suggests! In time for summer, the TVC introduces the consumers to a ‘chilling’ experience. What is interesting is that it adds to the brand tagline – ‘Darr ke aage jeet Hai’ with emphasis of being responsibly fearless. Mountain Dew Ice propositions ‘Jeetne Ki Aag aur Thanda Dimaag’, is a valuable slogan. It is a perfect mix of the product attributes along with a message in public interest,” Roshi said, regarding his experience as part of the campaign.
According to Vineet Sharma, category director for Mountain Dew & Sting at PepsiCo India, the campaign aims to inspire the youth that they can overcome any obstacles in their way if they just keep a cool mind along with the fire to win while facing their fears head-on.
“We are very excited to unveil the first-ever brand campaign for Mountain Dew Ice. The launch of Mountain Dew Ice has been a significant milestone for us in our beverage category innovation journey. With the new campaign, we are taking the Mountain Dew core brand’s philosophy of ‘Darr Ke Aage Jeet Hai’ and giving it an ‘Ice’ twist,” Sharma said.
He added, “We are confident that consumers will relate to the new campaign strongly and shower Mountain Dew Ice with the same love that our other campaigns for Mountain Dew have received over the years.”
The campaign will be amplified across TV, digital, outdoor, and PepsiCo India’s social media channels.