Abstract:

Mountain Dew is an iconic brand and one of the best-selling brands of carbonated soft drinks (CSD) in India. The brand is positioned on the concept of "courage" with the tagline Dar Ke Aage Jeet Hai (Beyond Fear Lies Victory), which has grown to become an anthem for the brand. Dew communication in India has, over the years, used a canvas of larger-than-life adventure, often featuring death defying stunts with well-known movie stars as protagonists, showcasing the Hero's Journey through adversity, doubt and ultimately victory. Dew is associated with the psychological moment of fear and vulnerability that precedes the surge of courage. This advertising, and the tagline, strongly resonated with Indian audiences and powered steep brand growth for many years. The ambition thereafter was to become the No. 1 CSD brand in India. However, there was a stumbling block to this: lower enthusiasm for the brand with urban Indians.