Mountain dew had build a platform of Real heroes to connect with aspirational youth from Hindi heartland. This had helped improve brand metrics (44 points vs. previous year) and business growth (+20% 2016 HI vs. 2015 HI)
By 2018, fatigue had begun to sink in (Business Growth -1% 2017 HI vs. 2016 HI). Brand Equity (40 point growth 2017 vs. 2016) Also, Social media was abuzz with inspirational stories and every second Whatsapp forward was around a jaw dropping feat. The same stories were no longer giving us the needed cut-through.
We needed to increase relevance and distinction and find a new way for the platform to build appeal. This would reflect in creating significant deltas (>+5 points) to brand love and consideration