Mountain Dew launches 'Dar Ke Aage Jeet Hai' anthem
Beverage brand Mountain Dew celebrated India’s resilient spirit with a unique activation that saluted the spirit of some of India’s most popular brands. Mountain Dew took to social media to showcase how these brands, including Pizza Hut, Dunzo, Burger King, Amazon India, Red FM, Vistara, amongst others define ‘Darr Ke Aage Jeet Hai’. The digital activation aims to thank the relentless efforts of the many heroes associated with these brands. Each post features a custom message on behalf of Mountain Dew thanking the respective brand and the services they provide tirelessly even in these trying times.
Engaging brands and netizens alike, the activity has created a stir on these leading social media platforms. The brands have responded to the unique gesture with heartfelt messages thanking Mountain Dew for this sweet gesture and reiterating in their own style that #DarrKeAageJeetHai. This camaraderie between the brands not only appealed to the netizens but also showcased the collective efforts of leading brands to come together for the greater good. Mountain Dew also took the initiative offline by paying tribute to these brands via outdoor hoardings in Delhi/NCR.
The activation is an extension of Mountain Dew’s Independence Day campaign, wherein the brand created a rendition of the timeless anthem of patriotism, ‘Yeh Desh Hai Veer Jawaano Ka’. The compelling anthem was composed by music producer/composer Ram Sampath, and featured soul stirring vocals from Bollywood singer Sukhwinder Singh which reiterated the brand philosophy of Darr Ke Aage Jeet Hai® and salutes the nation’s spirit of emerging victorious in the face of fear.