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Mountain Dew ropes in actors Arya, Akhil as new brand ambassadors

MUMBAI: In order to strengthen its presence in the Southern markets of India, Pepsi’s drink Mountain Dew has signed on two new brand ambassadors – actors Arya and Akhil.

As an extension to its philosophy of ‘Who Dares, Wins’ the brand has announced the launch of a new campaign #RiseAboveFear in Tamil Nadu and Andhra Pradesh. The campaign will be supported by a thematic TVC that shows both the actors overcoming their personal ‘Mountain of Fears’.

Pepsi India senior director, marketing (Social Beverages) Ruchira Jaitly said, “With Mountain Dew, our endeavour has always been to inspire the youth to face their fears and overcome them to achieve something. We are proud to associate with Arya and Akhil who embody the spirit of ‘Who Dares, Wins’ and are a part of our #RiseAboveFear campaign. We believe we have created a great film with them and are excited to get feedback from our consumers.

JWT national creative director Senthil Kumar said, “Mountain Dew as a brand has stood for challenging oneself and overcoming our inner fears. In the film, our protagonist is out to search for the Kurinji flowers that bloom once in 12 years in the Western Ghat region of India. While they encounter a number of road-blocks which challenge their belief and force them to reconsider their decision of scaling the mountain; they eventually overcome their fear and successfully win over the Mountain of Fear.”

Known for Tamil films like ‘Vettai’ and ‘Rajarani’, actor and now Mountain Dew brand ambassador, Arya is known to be an adventure enthusiast himself. Talking about this association, the actor said, “All of us have our fears- for instance I have a fear of heights! But the Mountain Dew #RiseAboveFear campaign shoot helped me face my fears and successfully overcome it. ‘Acham Thandi, Uccham Thodu’ (‘Who Dares, Wins’) is a powerful thought and philosophy for a brand that instils confidence and a can-do-attitude to move ahead in life. I’m excited to be a part of this brand and look forward to a daring and adventurous journey ahead.”

Sharing his experience, actor and now Mountain Dew brand ambassador, Akhil, son of superstar Nagarjuna, said, “Shooting for the Mountain Dew film was an experience by itself, it taught me to rise above my fears and explore new boundaries. During the shoot, I was initially quite apprehensive about climbing the precarious rocky mountain in extreme conditions but winning over your inner fears is what this brand teaches you to do. Mountain Dew is all about- taking a risk, overcoming your fear and emerging victorious. Truly, ‘Bhayam Vadalu, Shikaram Thaaku’ (‘Who Dares, Wins’)!”

The #RiseAboveFear campaign will be supported by a 360-degree approach including outdoor and on-ground activations and an exciting digital engagement programme. It will also be rolling out an innovative and exciting sampling with bikers, who will be showcasing their skills. Mountain Dew, the soft drink, exhilarates like no other because of its active and citrus taste. Challenge, a can do attitude, adventure and exhilaration are deeply entrenched in its brand DNA and the brand has always celebrated the bold and adventurous spirit of the youth.

Pepsi added that the brand enjoys high salience in the Indian market via a consumer insight of ‘Who Dares, Wins’. The campaign encourages consumers to overcome their inner fears and try something new, explore new boundaries to emerge victorious.