Hyderabad: Mountain Dew roped in actor Mahesh Babu as its brand ambassador. This partnership will further increase the brand reach not only in Telugu States (largest markets for the brand) but also across India.
Over the years, Mountain Dew has cemented its brand messaging amongst the youth. The brand philosophy elaborates that while every individual is faced with fear, real heroes are those who have the courage to face the challenge head on and emerge as winners.
Mahesh Babu enjoys a massive fanbase across India and this collaboration will engage consumers across India. He will feature in the brand’s new TVC campaign that is all set to take over traditional and digital platforms in 2021.
Vineet Sharma, category director, Mountain Dew & Sting, PepsiCo India told Telangana Today in an exclusive interview, “In the current times, our brand will continue to focus on courage. The brand believes that although the nature of challenge may differ, the need for human spirit to overcome the challenges remains relevant. From a market growth point of view, we will look to further strengthen our presence in the Telugu States. We will tap into urban and rural markets as both offer equal opportunities.”
He added, “Mahesh Babu will be instrumental in deepening our consumer connect in the region as we look to expand the brand’s footprint. This is a big milestone for us. He epitomises the brand in terms of being courageous and inspirational.”
Mountain Dew Brand Ambassador Mahesh Babu said, “Mountain Dew’s philosophy ‘Darr Ke Aage Jeet Hai’ has always resonated with me strongly because it is in line with my belief. I have been looking at the commercials and they suited my image. Suitability to my image is the core factor on which I decide my brand associations. I also loved the team and they are very passionate about the brand.”
Focus on sustainability
When asked about innovation and sustainability, Sharma said, “Mountain Dew was the first to introduce the long neck glass bottle, the grip pack, the neon pack and the ring pull bottle. The neon pack stands out in the category and connotes refreshment, adventure and style. This allows us to be very different from the other brands in the category. We continue to look at more innovations. We also emphasise on sustainability and use bottles that are 100 per cent recyclable.”
The idea of daring, taking up challenges, adventure and exhilaration are deeply entrenched in its brand DNA. With campaigns such as ‘Cheetah Bhi Peeta Hai’ to ‘Darr Ke Aage Jeet Hai’ to ‘Naam Bante Hai Risk Se’ and back to Darr Ke Aage Jeet Hai, the brand has remained consistent with celebrating real heroes and encouraging people to overcome their fears to achieve success.