| Title | INTRODUCING INDIA TO XTREME-SPORTS |
| Brand | PEPSICO INDIA |
| Product / Service | MOUNTAIN DEW |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | MINDSHARE Gurgaon, INDIA |
| Entrant Company: | MINDSHARE Gurgaon, INDIA |
| Media Agency: | MINDSHARE Gurgaon, INDIA |
| Name | Company | Position |
|---|---|---|
| Jai Lala | Mindshare | Principal Partner - The Exchange |
| Anita Karnik | Mindshare | Principal Partner - Branded Entertainment/Activation |
| Ruchi Mathur | Mindshare | Partner - Client Leadership |
| Ruhi Jain | Mindshare | Sr. Director - Exchange |
| Navneet Kumar | Mindshare | Executive - Exchange |
| Sunny Vohra | Groupm (Dialect) | National Director - Activation |
| Amit Banerjee | Groupm (Dialect) | Sr. Director - Activation |
| Raminder Singh | Groupm (Dialect) | Executive - Activation |
| Maulshree Joshi | Groupm (Esp) | Creative Director |
| Deepali.n | Groupm (Esp) | Manager |
| Karan Rao | Groupm (Esp) | Manager |
• Over 40,000 adrenalin junkies attended the main event across 5 cities. • City Clinics gave 1500+ Dew-ers a taste of the action. • 7 million impressions on Facebook. • 200+ videos generated by fans. • P.R. worth USD 2 million generated. • 65mn+ audience reached through surround media.
Mountain Dew Xtreme Tours gave the action sport enthusiasts a unique opportunity to witness high-adrenalin and breathtaking performances. The world’s best group in FMX - Freestyle Moto X, BMX - Bicycle Moto X and skateboarding professionals were identified as the complete embodiment of Dew spirit. Their LIVE show of death defying stunts, pyrotechnics and hard rock were chosen to deliver the quintessential Dew attitude first time for the Indian audience-LIVE! Dew Xtreme Tours content provided the scope to be televised and special vignettes and episode was created out of the event and televised on media platforms, widening the reach to people and giving them true brand experience. To build the hype, special sections showcasing extreme tours were created on Indian Premier League (IPL) which was one of biggest media platform during the activity. Ensured euphoria within the media ensured enough takers to be associated with and promote the event.
Indian Youth is always seeking newer experiences and adventures. Mountain Dew epitomizes this adventurous spirit of the youth. Challenge, adventure, can-do attitude and overcoming your worst fears is in the DNA of Mountain Dew and over the years, we have brought in high adrenaline experiences to our consumers through our communication. With adventure sports gradually gaining popularity and participation in India; we wanted to own the high ground on exhilaration and re-define the action and adventure landscape of the country. Thus, originated the idea of providing a platform to the youth to experience these sports in a safe and thrilling manner. Dew Xtreme Tours brought alive the spectacular experience of international extreme sports for the first time in India. It helped drive up stature, affinity and activate the brand proposition of “conquer your fear”.