Mountain Dew has rolled out a campaign titled #ConquerWithCourage, to celebrate the spirit of those who push themselves in the face of fear to achieve extraordinary results. Conceptualised by Flibbr Consulting, it aims to encourage consumers to move beyond their fears and stand victorious in the race of life.
The film opens up to a number of scenarios, where different people hesitate to take the next step of their challenges. Right from a boy facing the microphone in front of an audience, a boxer in the ring, a biker at the edge of the cliff, a girl standing at the edge of the diving board, a boy frozen in his steps to paraglide and a girl sending a break up text. However, after Mountain Dew enters into the picture, the moments of hesitation and fear are dissolved and the characters complete their most feared task.
Vineet Sharma, category director, Mountain Dew, PepsiCo India, said, “With our ‘Darr Ke Aage Jeet Hai’ philosophy, Mountain Dew has always celebrated the spirit of those who push themselves forward in the face of fear to achieve extraordinary results. The brand acknowledges that fear is universal, and every individual is beset with the feeling of fear. Fear can arise from a myriad of situations that are unique to each one of us and in this film, we have tried to focus on everyday fears which many of us can relate to. It is our belief that real heroes are those that face the challenge head-on and eventually emerge as winners. We are confident consumers across the country will relate with this touching new film and as always, the philosophy of ‘Darr Ke Aage Jeet Hai’ (there is victory ahead of fear) will resonate strongly with them.”
Rahul Jauhari, managing partner, Flibbr Consulting, said, “Speaking of everyday fears yet keeping the ethos, energy and adrenaline rush of the brand was a fine line one had to tread and glad we could deliver on the brief. We are confident that this TVC will help in connecting to a wider audience at a deeper level.”
The TVC will be amplified across TV, digital, outdoor, and social media.