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

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...

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