Mountain Dew's 'conquer with courage' campaign breaks record on MOJ
As part of the initiative, Mountain Dew® partnered with Moj, India's largest short video app, for its 'Conquer with Courage' campaign, which promotes the brand's legendary #DarrKeAageJeetHai philosophy. During the 50-day campaign, more than 200 popular Moj creators were featured, resulting in the hashtag receiving the highest user participation ever recorded.
Mountain Dew® has been synonymous with courage, resilience, and inspiration. The company's most recent campaign, ‘Conquer with Courage’, honors the common people who overcame obstacles in life with perseverance and grit. In collaboration with Moj, the #DarrKeAageJeetHai campaign generated millions of user entries, and the specially created filter featuring Hrithik Roshan along with Mountain Dew®'s famous tagline saw record engagement, making it one of the largest brand campaigns on the platform.
Popular Moj creators Miss Sakshi, Pratyush Mahima, Ann Sindhu, Vivek Keshari, Sohail, among others, amped up the engagement and boosted user-generated content encouraging users to participate and share their stories.
Commenting on the campaign’s success, Udit Sharma, Chief Revenue Officer, ShareChat & Moj, said, “Moj is today one of the most preferred short video destinations for brands to connect with their target audience across India creatively. Mountain Dew has long been associated with ‘Conquer with Courage’ philosophy, and with this partnership, the Moj community could give their creative rendition to the brand’s message. We want to foster an environment where advertisers can organically connect with creators who can become brand advocates. The response to this campaign with over 10B views proves its success.”
Vineet Sharma, Category Director, Mountain Dew, PepsiCo India said, “We are very happy that Mountain Dew’s ‘Conquer with Courage’ campaign, which celebrates moments of courage in people’s daily lives has received a phenomenal response. We partnered with Moj, to give our consumers a personalised experience and a chance to connect with Hrithik by leveraging the power of technology. We have received unprecedented engagement on the platform, bringing alive the #DarKeAageJeetHai message in a very personal way for the youth.”