NEW DELHI: Summer is upon us, and with it begins the slew of cold beverage promotional campaigns. The latest soft drink variant to embark on an advertising blitz is Mountain Dew Ice, by PepsiCo India. The new TVC comes with a new proposition - Jeetne ki Aag aur Thanda Dimaag (the fire to win and a cool head). Featuring Bollywood star and brand ambassador Hrithik Roshan, the ad encourages one to embrace the spirit of adventure and keep a calm mind as they face fear with determination to win.
The film opens with Roshan contemplating a world record breaking bike stunt. Fear is visible on the actor’s face as he evaluates the choice in front of him. A resolute look crosses his face as he takes a sip of Mountain Dew Ice and takes the challenge head-on. The words “Har chunauti hogi paar, bas chahiye jeetne ki aag aur thanda dimaag” help reiterate the brand’s philosophy of ‘Darr Ke Aage Jeet Hai’ or overcoming one’s fears to achieve great success.
The Mountain Dew Ice TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign.
PepsiCo India category director - Mountain Dew and Sting Vineet Sharma said, “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.”
"This campaign for Mountain Dew Ice is as refreshing as its name suggests,” added Roshan. “In time for summer, the TVC introduces the consumers to a 'chilling' experience. What is interesting is that it adds to the brand tagline - 'Darr ke aage jeet Hai' with emphasis of being responsibly fearless. Mountain Dew Ice propositions 'Jeetne Ki Aag aur Thanda Dimaag', is a valuable slogan. It is a perfect mix of the product attributes along with a message in public interest. That is as cool as it can get.”
