MAM
Dew’s new ad launches 15 October
MUMBAI: The funky, thrill seeking Mountain Dew dudes are back. The new Mountain Dew commercial launches on 15 October.
After bungee-jumping off the Big Ben, roller-blading off the Sphinx and chasing a cheetah, the foursome will be seen doing crazier capers. The new Dew ad has them performing a stunt in the most unexpected place – their office.
According to Pepsi Foods’ executive director marketing Shashi Kalathil, “Mountain Dew is all about a whole new lifestyle dimension for young people – daring, high-energy, high-intensity. It’s unique association with adventure sports has helped establish an exhilarating brand experience that has put it on a sharp growth trajectory.”
Pepsi’s new carbonated drink – Mountain Dew and the four “Dew Dudes” with their cool, daredevil attitude were first introduced during the Cricket World Cup this year. The highly successful campaign communicated the brand construct – “You haven’t done anything if you haven’t done the Dew. Dew is what the coolest do.” The new campaign underlines this attitude and takes the story forward. If you liked the catch line – cheetah bhi peeta hai, the new commercial’s catch line is one to look out for.
Mountain Dew has been among the most successful product launches the soft drink industry has seen, having already achieved unprecedented growth in the first six months of its launch. Last month, Mountain Dew won the Gold at the All India Promo Power Awards for the Best Product Launch.
The product launch in February was supported by a 24-city road show, which put an entire adventure games carnival within the consumer’s reach, at the city’s hot spots like multiplexes, malls, colleges and quick-serve restaurants. Top international BMX bike riders and Skate Boarders were
specially flown in to demonstrate the concept of adventure sports. This road show made the sampling drive an overwhelming success.
The launch of Dew was further sustained by a 16-city tour of the specially designed Dewmobile, coupled with a slogan contest on Dew’s popular baseline “Cheetah Bhi Peeta Hai.”
MAM
DB Group names Abhay Dubey as chief brand marketing
Seasoned marketer brings regional muscle and launch savvy to DB
LUCKNOW: Dainik Bhaskar Group has appointed Abhay Dubey as chief brand marketing, strengthening its leadership bench as the media major sharpens its focus on brand-led growth.
Dubey steps into the role after a high-impact stint as regional marketing manager at Reliance Broadcast Network, where he led data-driven regional campaigns and rolled out new initiatives from concept to completion. Based in Lucknow, he steered end-to-end account marketing, orchestrated launch events, and fine-tuned go-to-market strategies with a sharp eye on budgets and brand visibility.
Before that, he served as area marketing manager at Mahindra Holidays & Resorts India Limited, handling business development, media buying and integrated branding campaigns across Uttar Pradesh. His remit included planning new service launches and working closely with creative agencies, media owners and government departments.
Dubey also held the position of brand manager at EM3 Agriservices Pvt. Ltd., where he drove product launches, demand generation and stakeholder engagement. Earlier in his career, he was head of marketing at Saffron Communications Pvt. Ltd., overseeing integrated campaigns across sectors, and began his journey at Jagran Engage, building experience in advertising and lead generation.
With expertise spanning digital marketing, brand management, demand generation and below-the-line advertising, Dubey brings both strategic planning skills and hands-on execution experience to the table. His track record suggests a marketer who is as comfortable crunching numbers as he is crafting narratives.
At DB Group, he is expected to shape sharper brand strategies, amplify market presence and ensure campaigns that do not just make noise, but make sense.
