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Hrithik Roshan establishes the Dew philosophy

Published On: 2012-11-15

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Hrithik Roshan establishes the Dew philosophy in Mountain Dew Ice's new campaign

 

Source: ET Brand Equity 

Date: March 17, 2021 

 

The campaign builds an aspiring extension to the Dew philosophy 'Darr Ke Aage Jeet Hai'

 

Mountain Dew Ice, by PepsiCo India has unveiled a new TV campaign in India. The new summer campaign, featuring Bollywood star and brand ambassador Hrithik Roshan, offers the proposition of Jeetne ki Aag aur Thanda Dimaag and encourages one to embrace the spirit of adventure and keep a calm mind as they face fear with determination to win. The film opens with Roshan contemplating a world record breaking bike stunt. Fear is visible on the actor's face as he evaluates the choice in front of him. A resolute look crosses his face as he takes a sip of Mountain Dew Ice and takes the challenge head-on. 

 

The words ‘Har chunauti hogi paar, bas chahiye jeetne ki aag aur thanda dimaag’ help reiterate the brand's philosophy of 'Darr Ke Aage Jeet Hai' or overcoming one's fears to achieve great success. The Mountain Dew Ice TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. Vineet Sharma, category director- Mountain Dew and Sting, PepsiCo India said, “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. 

 

The idea is 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 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.”

 

"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. That is as cool, as it can get," Roshan said.

 

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