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...