The Campaign

Keeping in line with the brand’s new positioning of “Risk Utha Naam bana”, the brand took on board a pioneering extreme sports athlete - Arjun Vajpai, the world’s youngest mountaineer as he scaled the most dangerous peak in the world, Kangchenjunga and back. The idea was to create nail biting, adrenaline filled content to build affinity with the brand’s core TG. And showcase how this real life hero was embodying the brand’s philosoph ; in Arjun’s case scale Kanchenjunga without oxygen. To bring alive his journey on digital, we identified a youth centric platform VICE MEDIA who are known for bringing alive human stories and have a stronghold with the youth globally. A robust content plan was put in place which included 11 part episodic series and 100 +digital first creative collaterals which would showcase his journey from preparation, the challenges to the extraordinary attempt.

Creative Execution

Through strategic partnerships, we were able to showcase Kangchenjunga Calling series across the digital universe and generate earned media CONTENT PRODUCTION 11-part episodic series (short-form 2 – 3 minute episodes) 100+ digital-first assets. PAID PUSH YouTube : Mastheads, YT In-Sreach Social : Facebook R&F CONTENT DISTRIBUTION Web: VICE.com Social Media: Facebook, Instagram, YouTube. VICE Partner Network: India Times, MensXP, and more. OTT Players: Voot and ShareIT (next in line for distribution: Hungama). Digital Publishers: BSNL, MTNL, Amazon Fire Stick, and more. Mainstream media (local and APAC): Economic Times, Campaign India, Content Asia, Mumbrella, Ad Gully, Impact Magazine, Business Standard, and more.

INCREASED BRAND LOVE The campaign activity under Kangchenjunga Calling has strongly built on set brand measurement metrics of ‘Love’ ‘Trend Setting’ ‘Inspiring’ with gains of +8 +6 +7 points respectively. We see a strong +12 point increase in Dew Preference within the category for audiences who have seen the entire mix Additionally, 70% of the audience played back that this campaign inspires them to Push their boundaries & take risks. INCREASED TARGET AUDIENCE REACH The campaign yielded 584 Million reach resulting in total 3.2 BN impressions on digital vice India’s partner network (Shareit, Voot, Hungama,and more) helped mountain dew navigate routes unexplored by the conventional paid media reach. INCREASED EYEBALLS The series garnered a whopping 90.8 Million views cumulatively across platforms HIGH ENGAGEMENT Digital-first content and conversation engagement amongst the target audience was estimated to be nearly 150K+ with total engagement of 93.6 MN.

Reinforce Mountain Dew’s leadership in the market by increasing target audience reach and engagement to ensure brand love. Truly embody its own brand philosophy of risk-taking “Risk Utha Naam Bana” by exploring new ways to connect with the target audience.

Insights, Strategy and the Idea

Arjun’s incredible journey filled with dangers, moments of courage, exemplary behaviour of will power was carefully showcased though 11-piece episodic series with a total creative collateral count of about a 100+ digital-first assets. While the initial set of episodes warmed up the viewers to our hero at a human level, the others focused on his entire process of preparation, previous climbs and finally the climb to the peek. Hence, narrating the true side of the story of a real risk taker. We didn’t want to limit this story for the audiences of VICE platforms. We undertook a multi-platform approach and seeded the content on different platforms through strategic partnerships to give these pieces of content maximum scale and reach.