The Campaign

We wanted to transform the consumers journey from pure physical consumption to a multi sensorial audio visual brand experience. The Mountain Dew “ Find Your Mountain” Graphic Novel Series of Five Commando Comics that help consumers to fight their common fears, which are only mountains in their mind. And enable the experience onground at the point of purchase as well as online to lead to consumption and elevate the brand experience. Online e-motion experience : Illustrated graphic e-books that can be downloaded or experienced live from computers, mobiles and even kindle versions for the growing community of e-readers. The series features the stories of five fear fighters overcoming five different fears, while training to be fearless commandos. All five stories are interlinked and the plot thickens and twists and turns to a spinning bottle of Mountain Dew that is the connecting thread.

Creative Execution

Online e-motion experience : Illustrated graphic e-books that can be downloaded or experienced live from computers, mobiles and even kindle versions for the growing community of e-readers. The series features the stories of five fear fighters overcoming five different fears, while training to be fearless commandos. All five stories are interlinked and the plot thickens and twists and turns to a spinning bottle of Mountain Dew that is the connecting thread. The e-books are illustrated by India’s youngest pool of graphic artists and set to a fearless anthem from ancient tamil poetry “Achamillai Achamillai” ( Fearless Fearless) as the soundtrack in the brand new genre of e-motion. Onground : Hard copy pocket size comic books replaced the labels wrapped around bottles of Mountain Dew, during the summer of 2016, promoting purchase and pioneering point of purchase (pop) storytelling.