PepsiCo India’s Mountain Dew Ice has unveiled its first-ever 360-degree TV campaign in India. Conceptualised by Wunderman Thompson, it inspires the youth to possess a fire within and yet be able to overcome life's challenges by keeping their cool.
The film opens with the words “Har chunauti hogi paar, bas chahiye jeetne ki aag aur thanda dimaag” (every challenge will be fulfilled, it only needs a fire to win and a cool mind) and features actor and brand ambassador Hrithik Roshan, who looks afraid to perform a bike stunt, but takes a sip of Mountain Dew Ice and overcomes the challenge with a cool mind.
Vineet Sharma, category director- Mountain Dew & Sting, PepsiCo India said, “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. 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.”
The TVC will be amplified across TV, digital, outdoor, and social media.