Mountain Dew fuels Pepsi IPL with 'Dew Or Die'

There are moments in every Pepsi IPL match that change the outcome of the game and differentiate between victory and defeat- a sixer on the last ball, a diving catch on the crease, Super Overs and more. This Pepsi IPL, Mountain Dew is all set to invigorate the passion and nail biting excitement of these matches through its new campaign ‘Dew or Die’.  Mountain Dew’s new campaign brings alive these moments through an innovative consumer engagement program, on-air as well as extensive on-line and in-stadia initiatives. The brand is also leveraging its partnership with three teams this season- Rajasthan Royals, Kings XI Punjab and Delhi Daredevils.

Celebrating the spirit of confronting fears to win, the ‘Dew or Die’ campaign builds on the cricketing excitement with a special segment on Set MAX’s ‘Extra Innings’ every day. As part of this integration, viewers are shown three ‘Dew or Die’ moments from the previous day’s matches, shortlisted by an expert panel. Viewers can then choose one moment that truly defines ‘Dew or Die’ and SMS DEW A, B or C to 9740707070.  Fans, whose choice matches with the experts’ decision, stand to get a chance to be a part of Mountain Dew Xtreme Tours abroad.

The ‘Dew or Die’ campaign has also been launched through the brand’s social media channels and is getting a great response from consumers. During all matches, cricket fans can choose their ‘Dew or Die’ moments in real time and tweet to the Mountain Dew handle (@MountainDewIn) with the hash-tag, #DewOrDie to win match tickets and team merchandise.

To bring alive the winning spirit of Pepsi IPL, all three partner teams have created ‘Dew or Die’ victory chants that are being amplified in-stadia by their fans twice in every home game as well as through radio integrations. The inspiring campaign goes beyond just the match on the field and also plans to take the viewers into the team’s dressing rooms where these chants reverberate.

Ruchira Jaitly, Category Director- Flavours, PepsiCo India said, “This IPL season, Mountain Dew is celebrating the ‘Dew or Die’ passion of the players and the fans in a refreshing manner. With a short format, the T20 tournament is all about those defining moments of performance that change the fate of the game and elevate the viewer excitement to a new level. Our ‘Dew or Die’ campaign is all about these moments that differentiate between victory and defeat, segregate men from the boys.”

“Our campaign is all about consumer engagement including our TV integration that goes beyond traditional advertising. We are thrilled with the initial response to the ‘Dew or Die’ mantra on-line as well as in the stadiums, and look forward to extending it to other formats in equally engaging and innovative manner”, she added.

Mountain Dew had launched the first campaign of this season earlier this year that took the brand’s essence of ‘Darr ke Aage Jeet Hai’ to the level of crushing fear and taking a plunge to come out victorious. The ‘Dew or Die’ campaign takes forward the same philosophy and talks about fighting through all situations and taking the game away from the opposition.