The Mountain Dew team Unleashes Another convention breaking Campaign with High Altitude Photography, wing Suit flying, and to top it all – Salman Khan! Any Guesses on Their next Frontier?
PepsiCo’s Mountain Dew has kick-started this summer yet again with its ‘modesty be damned’ brand campaign featuring Bollywood action hero Salman Khan. Shot in the mountainous terrains of New Zealand, the film is high on the adventure quotient, keeping up with the brand’s philosophy of ‘Darr Ke Aage Jeet Hai’. The star cast of the film extends to internationally celebrated action-adventure ad film maker Bob Gordon. The exciting new TVC shows Salman taking up the Mountain Dew challenge to jump from one of the highest peaks of New Zealand. This is the first time that a brand ambassador has been appointed for Mountain Dew. The introduction of wing suit flying, a highly anticipated upcoming sport, has set the campaign apart. Alpana Titus, Category Marketing Director (Flavoured Carbonated Drinks), PepsiCo India Beverages, said to 4Ps B&M, “This campaign (with Salman Khan) takes the idea of ‘Darr Ke Aage Jeet Hai’ to the next level. The concept and the action are larger than life and never seen before in India.” The 45-second TVC is power packed with five helicopters on location, an international crew comprising the director and an expert stunts team, an unexplored location, a daring sport and Salman, who automatically gives it the larger than life feel.

“We shot in New Zealand with director Bob Gordon, who is an expert in adventure-sports led ad films. It was fascinating to see all the stuff happening; the TVC almost looks like a very large budget action film,” commented Salman Khan. The mega campaign will be corroborated by robust outdoor, online and on-ground activation. Soon, an exciting ‘Darr ke aage jeet hai’ experimental activity will be launched for consumers in key markets across India. “In previous commercials, we have used rafting, motorcycles, gypsy on mountains, crossroads et al. But this time, we planned to take it to the next level. The concept of wing suit flying is not too well known to India, but we did a lot of research,” said Sabuj Sen Gupta, Associate VP, JWT, to 4Ps B&M.

“Darr ke aage jeet hai’ has maintained a high recall with the Indian youth by consistently harping on the theme that the young generation of any era swears by – the attitude of pushing beyond the status quo and taking the path less trodden. While celebrities were not used in the campaign earlier, Salman is an interesting fit, as a cine star who has a cult following and is known for going against convention; whether or not it is for right reasons. “With Salman Khan on board, this year’s campaign promises to redefine adventure and we are confident that it will be well received by the audience. To shoot at that high a terrain was extremely challenging and exciting. We have never witnessed such a production scale before,” adds Sabuj Sen Gupta and Shobhit Mathur, Associate Vice President & Sr. Creative Director at JWT. Naturally, the effort shows when it comes to Mountain Dew’s brand perception, but the obvious question that comes to mind is - How will they beat this benchmark in the next commercial? Will it be over to space travel now?

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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