Arati Rao
Mar 21, 2012

Mountain Dew signs on sportspersons for the first time

WATCH the TVCs created by Taproot India

wide player in 16:9 format. Used on article page for Campaign.

Taproot has created its first campaign for Mountain Dew, which features wrestler Sushil Kumar and boxer Vijender Singh, both of whom are fresh faces for the brand.

Watch the second TVC (story continues below)


The campaign shows the sportspersons envisioning their greatest challenges or fears as ordinary, easy to defeat objects, and thus surmounting them. The tagline is "Darr ko maaro Dew".

According to a PepsiCo India spokesperson, "The theme of the new Mountain Dew campaign is ‘Darr Ko Maaro Dew’ which takes forward the brand ideology of ‘Darr Ke Aage Jeet Hai’. The idea is simple – confront fear by cutting it down to size to achieve what you want. This is a simple yet compelling idea and one that builds on the brand ideology of ‘Darr ke Aage Jeet Hai’."

Asked about the association with Kumar and Singh,  the spokesperson said, "Boxing champion Vijender Singh and world champion wrestler Sushil Kumar have come on board as the brand ambassadors for Mountain Dew. This is the first time that brand ambassadors from the field of sports have been signed for the brand. We believe that they truly embody the daring, bold and fearless persona of the brand and we are thrilled with this association."

Asked the association with Taproot, the response was, "At PepsiCo, we are delighted to have two of the finest teams in the advertising fraternity, JWT and Taproot, on board to develop creative campaigns for Mountain Dew that will connect with the youth."


Client: PepsiCo India
Agency: Taproot
Executive creative directors: Agnello Dias, Santosh Padhi
Copywriters: Agnello Dias, Santosh Padhi
Director: Razneesh Ghai
Production house: Asylum Films
Director of photography: vikas Navlakha

Campaign India