Mountain Dew, PepsiCo’s citrus flavoured carbonated drink that has, time and again, associated itself around a fearless brand proposition, ‘Darr ke aage jeet hai’ is now evolving in its brand communication. The new campaign line is also an extension of winning over fear, it’s been named ‘Naam bante hain risk se’ celebrating the spirit of the taking on risk to create your mark in history.
At the centre of it is a TVC starring brand ambassador Hrithik Roshan. Conceptualized by JWT, the film has been directed by Hollywood director Rob Cohen, and going by the theme, it does include a stunt in the desert which could be CG too.
The TVC tells the story of four friends, one of whom is Hrithik, bracing up for a big car rally in Dubai. While at the race in the desert area, they are far behind the others and Hrithik is chided by one of his team mate to drive faster. Soon they are faced with a massive sandstorm, and all the other cars that were ahead are seen returning.
The same team mate now tells Hrithik to return too. Taking a sip from a bottle of Mountain Dew, Hrithik finds his inner strength and reassures the team that if they wanted to make a name for themselves, they would have to take risk. He drives the vehicle right through the storm and returns to win the race. A voice over goes, ‘Naame bante hain risk se’.
On the digital media, the campaign could have gone unnoticed had it only created a buzz around the campaign hashtag #NaamBanteHainRiskSe and shared the TVC on its social media properties. Mountain Dew has gone one step ahead to strengthen the new brand philosophy by roping in real life heroes who have taken a risk to make a name for themselves.
Arunima Sinha, the national level volleyball player who lost her leg after being pushed out of a train could have very well given up any hope in life. But laying in immense pain on the railway tracks, made one thing clear in her mind – that she will make a name for herself come what may. Two years later, she climbed Mount Everest with the help of a prosthetic limb and a rod in the other leg.
This is the story of Arunima Sinha – Ambedkar Nagar to Mount Everest on one leg:
The other story is of Ghost Ryders, the country’s No. 1 stunt riding group started by a bunch of software engineers, who quit their job and made stunt riding their profession. Despite being mocked at and advised to take life seriously, the group has made a name for themselves by taking risks.
There’s been an attempt to engage fans around the stories and also to get them share more such inspiring stories.
Arunima risked her life to climb Mount Everest on one leg & made a name for herself. Can you tell us such a risk story #NaamBanteHainRiskSe
— Mountain Dew India (@MountainDewIn) May 22, 2015
Do you know anyone else who takes risks to achieve name and fame just like India’s Number 1 Stunt Biking Team; The @ghostryderz?
— Mountain Dew India (@MountainDewIn) May 27, 2015
— Kanchan Negi (@coool_kashish) May 22, 2015
Real stories make it memorable
Mountain Dew’s ‘Darr ke aage jeet hai’ always comes to mind with a bunch of celebrities endorsing the carbonated drink in an ad you think has been made with a combination of safety procedures and special effects. The TVC with Hrithik is not miles different from the earlier ones that preached victory comes after facing fear. However, the inclusion of real stories like that of Padmashri Arunima Sinha and the Ghost Ryders group, adds an element of authenticity and memorability to the new brand voice ‘Naam bante hai risk se’.
It is always impressive when a brand ropes in real life heroes to prove its point. The campaign’s use of storytelling will help inspire youngsters to take up risks and make a name for themselves, but it will take some time for the brand to shed off its earlier tagline.