Campaign India Team
Sep 19, 2022

Users cross the bridge when Mountain Dew comes to their rescue

Watch the film conceptualised by Flibbr Consulting here

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. 
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

1 day ago

Netflix announces ad tier milestone and adtech platform

The streaming platform’s ad-supported plan reaches 40 million global monthly active users and drives 40% of all signups in the 12 countries where it’s available.

1 day ago

Whisper unveils new phase of #KeepGirlsInSchool to ...

The latest poignant film seeks to normalise periods as healthy changes, empowering young girls to reshape their narratives around puberty.

1 day ago

Group M broadens remit of Wavemaker global chief ...

Jenner will remain as Wavemaker global chief executive.

1 day ago

Samsung's LTE Galaxy Watch6 campaign unlocks ...

The brand's latest film highlights the integration of LTE into consumers' lives, positioning the watch as a reliable digital companion.