PepsiCo (India) Holdings Pvt. Ltd: No Fear Is Too Small

Rahul Jauhari, Hari Ganesh Desikan, Navonil Chatterjee

Soft drink brand Mountain Dew questioned the conventional codes of heroism to tap into an emerging ethos of courage in post-pandemic India.

Campaign details

Brand: Mountain Dew Brand owner: PepsiCo Entrant company: Flibbr Consulting ServicesIdea creation: Flibbr Consulting Services Mumbai Market: India Sector: Carbonated soft drinks Media channels: Social media, Word of mouth, Influencers, KOLs, Events & experiential, Outdoor, Out-of-home, Television & Connected TV Budget: 1 - 3 million

Executive summary

How Mountain Dew democratised courage in the world’s largest democracy.

This is the story of a hugely successful brand that had the guts to move away from its two-decade-old winning communication formula and tread on...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands