The new Mountain Dew campaign and TVCs will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. You will experience high octane drama in it while it remains human and relatable at the core.” Sainath Saraban, Creative Head and Co-Founder of Studio Simple said, “The common goal was to create a campaign that is jaw-dropping without losing the essence of vulnerability that one experiences right before emerging victorious. Excited to be back with the team for this action-packed film that’s high on both action and adventure!” Sainath Saraban Mahesh Babu, said, “Courage over fear, the thrill of the unknown – Mountain Dew’s persona has always resonated with me. The ad was part of a series developed by African-American rapper Tyler, The Creator, and depicted a battered white woman on crutches being urged to identify a suspect out of a lineup of black men. I’m excited for our latest campaign to be showcased to the consumers.” PepsiCo said it immediately pulled the 60-second Mountain Dew ad after learning that people found it was offensive. This message of ‘Darr ke aagey jeet hai’ is a deeply personal belief and I’m happy to have collaborated with Mountain Dew over the years via innovative campaigns that reiterate this core belief. I connect with the brand’s philosophy of conquering one’s fear and rising above with courage in the face of challenges. Hrithik Roshan, said, “It’s always a pleasure to associate with Mountain Dew. We are confident that this new film will connect with our consumers across the country and relate with Hrithik Roshan and Mahesh Babu as they personify a true hero in this campaign.” In 2023, the brand acknowledges that every individual has moments of fear, but real heroes are those that face the challenge head-on and emerge as winners. It ruled that the ad must not appear again in its current form.Speaking on the campaign, Vineet Sharma, Category Director, Mountain Dew, PepsiCo India said, “With our ‘Darr Ke Aage Jeet Hai’ philosophy, Mountain Dew has always celebrated the spirit of those who push themselves in the face of fear to achieve extraordinary results. The ASA concluded that the ad was likely to have a strong appeal to under 16s and was therefore irresponsible. It also noted that the style and graphics of the apps in which the ad appeared were likely to appeal to children and that it was not clear until the end of the ad whether the actors were teenagers or young adults. The watchdog said the “dangerous and reckless” nature of the stunt and the celebratory actors, one of whom had clearly sustained an injury, led to the conclusion that the ad could encourage emulation of an unsafe practice and result in harm. The Advertising Standards Authority said the scene was a realistic one and that the on-screen text was a play on the name of the product, rather than a direct caution that discouraged viewers from copying the stunt. Mountain Dew owner PepsiCo said the ad was intended to be tongue in cheek rather than causing harm, offence or encouraging emulation. PepsiCo added that the ad did not depict children, or show children in hazardous situations, because it had used stunt men over the age of 18. The company also stopped buying further media that might show the ad to children following the complaints. In response to the second complaint, PepsiCo said its policy was not to advertise directly to children and that the ad was targeted at 16- to 24-year-olds.įor the gaming apps, it increased the minimum age for the targeted demographic to 18-years-old. PepsiCo added that this intention was reinforced by the “don’t Dew this at home” strapline, which it said spelt out to viewers that it was not intended to depict a realistic scenario and strongly discouraged emulation. Mountain Dew owner PepsiCo said the ad was intended to be “tongue in cheek” rather than causing harm, offence or encouraging emulation. Separate complaints also challenged whether the ad was irresponsible because it appeared in media like to be seen by children. The spot, which appeared on various gaming apps, a video sharing site and a social media website, sparked complaints challenging whether the ad was harmful because it featured a young adult engaging in dangerous behaviour. It then cut to a group of men – one of whom had his arm in a cast – cheering and spraying the drink over themselves. The scene ended with the man, who appeared to be a teenager, falling headfirst on the ground, with text stating “don’t Dew this at home”.
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