the campaign, Mountain Dew recently associated with boxing
champion Vijender Singh; World champion wrestler Sushil Kumar;
and Indian national hockey player Sandeep Singh and has given
consumers a unique opportunity for to train with the top athletes
in India for a day. Both Vijender Singh and Sushil Kumar were
seen conquering their fears in Mountain Dew's on-air campaign
around the theme of 'Darr Ko Maaro Dew'.
India EVP- marketing beverages (flavours) Ruchira Jaitly said,
"Mountain Dew has always believed that going beyond fear
is the path to victory and with this latest campaign, we urge
the consumers to shrink their fears and move ahead with a
self- belief and a never say die attitude to win. Aligned
to this thought, we had initiated this season with an association
with Vijender Singh, Sushil Kumar and Sandeep Singh, who have
been a source of inspiration to us by emerging victorious
after facing testing times and the toughest of challenges."
national creative director Agnello Dias said, "This film
stays consistent with our current year's interpretation of
the emotion of fear - that the more we are scared, the larger
any fear grows and the more one confronts it, the smaller
it seems. We're happy to build on the classic Dew platform
of Darr ke aage Jeet hai."
Mountain Dew Xtreme Tours will unveil over five locations
namely Delhi, Bangalore, Hyderabad, Lucknow, Ludhiana and
Chandigarh. Professional skateboarders BMX and FMX will share
their trade secrets in interactive consumer workshops and
on ground interactions with consumers across the country.
The "Mountain Dew Xtreme Tours" will be supported
by a 360-degree approach including on-air, outdoor nd on-ground
initiatives and digital engagement programmes.