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New Delhi, Feb. 28 Mountain Dew is launching its new commercial “Darr ke aage JEET Hai” for its core target audience who is adventurous, bold and daring, said the company. The brand exemplifies the adrenaline rush and exhilaration, says PepsiCo. “The objective of the new thematic campaign is to strengthen the brand philosophy of ‘Beyond Fear, Lies Victory’ and further forge a deeper connect with today’s youth.

“After launching Mountain Dew in a stronger and new formulation in 2007, the brand has become one of the fastest growing drinks in the CSD category and through this campaign we plan to reach the next level of brand experience,” said Mr Pratik Pota, Executive Vice-President, Marketing – Flavours, PepsiCo India.

The thematic campaign is also backed by a comprehensive 3D activation plan consisting of television, Web and wireless, outdoor, press and radio. As part of outdoor activations, Mountain Dew is planning a multi-city consumer engagement program. The campaign features four young men who are about to raft down a dangerous stretch of river.

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