Mountain Dew launches new ‘Darr ke Aage Jeet Hai’ campaign

Taking forward its ‘Darr Ke Aagey Jeet Hai’ brand proposition, Pepsi has rolled out a thematic campaign for Mountain Dew, once again dimensionalising the moment of fear. The TVC, shot in Thailand, has been created by JWT.

The communication is based on the insight that when confronted with fear, one has only two choices – run away from the situation or face it.  The TVC focuses on what lies beyond fear and how it can be constructively used as a stepping stone to success.

“Mountain Dew has enjoyed tremendous growth and popularity over the past few years by resonating with people via a deep and compelling consumer insight of overcoming fear in order to face a challenge and win,” said Alpana Titus, executive vice president, marketing, flavours, PepsiCo. “We are pleased that the current communication while deepening the consumer connect also takes the brand to the next level in terms of scale.”

Watch the TVC here:

The TVC shows a group of young boys training on the high seas for a rescue mission.  One of the young trainees when asked to jump, is faced with a situation where he has to make a choice between giving in to his fears and running away from the situation or overcoming it to emerge victorious.  Mountain Dew is shown helping him get the courage to take the plunge and emerge victorious.