Indiantelevision.com Team

(6 March 2009 9:40 pm)

NEW DELHI: PepsiCo India has launched a new television campaign for its variant Mountain Dew.

Built on the theme, 'Darr ke aagey jeet hain', the TVC is scheduled to go on air on 6 March.

Says PepsiCo India executive VP-marketing, flavours Alpana Titus, “ The new TVC builds on the idea of 'Darr ke aagey jeet hain' and deepens consumer connect by further dimensionalising the moment of fear."

"The current communication, while deepening the consumer connect, also takes the brand to the next level in terms of scale,” she adds.

Conceptualised by JWT, the TVC highlights the brand’s philosophy of being the catalyst to overcome the fears in moments which matter. The TVC shows a group of young boys training on the high seas for a rescue mission.