Mountain Dew

Regional Campaign

Darr Nu Daraa

360 campaign

The Challenge

Mountain Dew’s tagline ‘Darr ke aagey jeet hai’ (Beyond fear lies victory) has worked well for the brand pan-India, but for the Punjab market the idea of fear was different. Punjabis don’t acknowledge that there is anything that can scare them, they believe in facing fear head on. The conventional tagline was not helping the brand gain momentum in Punjab. We needed something different. Our challenge was to re-imagine this iconic message to connect deeply with the grit and spirit of Punjab. The goal was to create a film that felt authentic and honored the state's unique culture of fearlessness, all while making a big impact for the brand.

Our Idea

We decided to flip the script. The Punjabis aren't just fearless; they're so brave they intimidate fear itself. We used the game of hockey as our canvas, telling a story of a local team standing up to a bigger, tougher opponent with heart and determination, not letting fear take over. The film was powered by a high-energy, custom-made song that became the anthem of this new narrative.

The Work

We created a brand film that was all grit and heart. The visuals were raw and intense, showing the spirit of the team on and off the field. The music was key, a powerful song celebrating the Punjabi spirit of not just overcoming fear, but intimidating fear itself. We wanted to show Punjabis in a dignified light, unlike the stereotypical depiction where they are seen as mere comedians or aggressive characters. We made a deliberate effort to show how Punjabis can be calm and composed yet fearless.

The Win

The film was a massive success, completely surpassing expectations. It resonated so strongly that it racked up 70.6 million views being a region specific film, making it Mountain Dew’s best-performing ad ever. It did ten times better than their usual celebrity-led campaigns. The ad went viral organically, boosting Mountain Dew sales and improving brand perception by hitting home with an audience that saw themselves reflected on screen. We didn’t just make an ad; we started a new conversation.

Key Visuals

Chill Thrill with Mountain Dew

Social Media Campaign

The Challenge

Mountain Dew was bringing Salman Khan into their universe and needed to make a huge splash on social media. Our task was to not just announce this new partnership, but to turn it into an engaging social media event. We had to create a campaign that would get people excited, participate, and show them how to "Chill and Thrill" with Mountain Dew.

Our Idea

We decided to give the fans the driver's seat. Instead of just watching, we invited them to be part of the celebration. The idea was a social media challenge centered around a fun, energetic dance routine. We called it the ‘Chill Thrill Challenge’. We knew that with a powerful song and a great hook, we could turn a simple announcement into a viral trend.

The Work

To kick things off, we got Salman Khan to invite entries! Who better than the man himself inviting people to participate. Salman’s personality was well suited for this challenge. He is known to be bold and uninhibited, which is where a promo of him inviting entries fit well. We then teamed up with dance maestro Remo D'Souza, who created a custom dance routine that was easy to follow and full of energy. The music, composed by Raghav Sachar, was the heartbeat of the campaign. The campaign was amplified with a mix of popular celebrities like Bani J, Divyendu, and Jaideep Ahlawat, along with some micro-creators, to spread the word. The ultimate prize for the best entries?
A chance to meet Salman Khan.

The Win

The campaign was a massive success, flooding social media with creative and fun entries. It didn't just announce a celebrity partnership; it transformed it into a community-wide celebration. We successfully engaged a wide range of creators and fans, generating a huge amount of user-generated content and buzz that solidified Salman Khan's place in the Mountain Dew universe.

Mountain Dew

Darr Nu Daraa

The Challenge

Our Idea

The Work

The Win

Key Visuals

Chill Thrill with Mountain Dew

The Challenge

Our Idea

The Work

The Win

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