Ad Campaigns
Rooter partners with Mountain Dew to launch ‘Dew Clutch Crew’ campaign
Mumbai: Rooter, India’s gaming and esports content company, has partnered with Mountain Dew to launch a high adrenaline campaign called ‘Dew Clutch Crew’. Running from 8 to 26 February 2023, the content activation will see a non-stop showcase of strategic thinking, quick reflexes and nail biting ‘Clutch Moments’ as India’s top Free Fire creators bring an exciting streaming series on the Rooter App and YouTube channel.
The campaign is built on the concept of clutch which is an in-game moment where a player may face-off from a position of disadvantage, but with bold action can tilt odds. The courage that fuels this moment resonates perfectly with Mountain Dew’s positioning – ‘Darr ke Aage Jeet Hai’, stoking the idea of creating a crew of gamers who can showcase it through their gameplay.
Speaking about the association, Rooter founder & CEO Piyush Kumar said, “Bringing engaging and immersive content onto the platform has been at the core of building community experiences at Rooter. With Dew Clutch Crew, our fans get to be in the thick of high-octane gaming action – watching, playing and streaming alongside their favourite creators and sharing their Clutch stories. As the ultimate Clutch fuel, Mountain Dew is the perfect partner to realise synergies with a gaming ecosystem like ours. We are confident that our association will become the template for successful and sustainable integrations on Rooter for brands, creators and viewers alike.”
Mountain Dew, PepsiCo India category director Vineet Sharma added, “We are thrilled to take our #ConquerwithCourage campaign to the Gaming Universe with Rooter. Dew as the courage fuel, #ConquerwithCourage campaign to the Gaming Universe with Rooter. Dew as the courage fuel, encourages youth to overcome challenges and conquer them with courage, whether in life or in a game. Clutch moment in gaming is the perfect #ConquerwithCourage moment, where the players overcome the odds against them with courage and win. Dew is excited to partner with Rooter in celebrating this courage moment in the gaming universe. Dew will continue to promote the growth and recognition of gaming – a key passion point amongst the youth today.”
Expanding on the campaign delivery, Publicis content practice head Hari Krishnan said “With a powerful brand expression “Darr Ke Aage Jeet Hai”, our task was to identify moments in gaming culture that would intersect with Mountain Dew’s brand promise. Our platform insights enabled us to activate ‘Clutch Moments’ at scale across the gaming ecosystem for Mountain Dew, to connect and engage gaming enthusiasts, both players and viewers alike.”
A dedicated Mountain Dew channel has been created on Rooter to host pivotal moments across livestreams, videos, reels and more. Keeping the adrenaline going is a catchy rap song by Akshay Dhawan, created to compliment the vibe of the Dew Clutch Crew. Delivering a lasting visual impression, a branded gaming studio set-up, Mountain Dew-themed animated overlays and customized stickers for fans to show appreciation to their favourite streamers have also been designed.
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NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
