Mountain Dew: Real Heroes

This case study shows how Mountain Dew celebrated four small town heroes in India through inspiring pieces of authentic storytelling in a campaign titled Real Heroes.

Mountain Dew: Real Heroes

Chandana Raizada and Mythili Chandrasekar

Campaign details

Brand owner: PepsiCoLeading agency: J. Walter ThompsonBudget: Over 20 millionCountry: IndiaIndustry: Non-alcoholic, soft drinks; Carbonated soft drinksMedia: Events and experiential; Internet - display; Internet - microsites; Mobile and apps; Newspapers; Online video; Outdoor, out-of-home; Public relations; Radio; Social media

Market background and cultural context

India, being an action-hungry nation, has a huge appetite for over-the-top drama that is created by Bollywood. While authenticity seems to have connected with the vulnerable side of people, key competitor Thums Up has...

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