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.”
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
