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
Oyo parent Prism appoints former Sebi chief Ajay Tyagi to Board
Former market regulator joins Prism to strengthen governance for IPO
NEW DELHI: Prism, the parent entity of Oyo, has appointed former Sebi chairman Ajay Tyagi as an independent director, as the hospitality firm gears up for its planned Rs 6,650 crore initial public offering (IPO).
Tyagi, a 1984-batch IAS officer, served as chairman of the Securities and Exchange Board of India (SEBI) from 2017 to 2022. His appointment is aimed at strengthening the company’s governance framework and providing strategic oversight as it moves closer to a public listing.
He joins a high-profile board that already includes several prominent names from global business and policy circles. These include Troy Matthew Alstead, former CFO and group president of Starbucks; Aditya Ghosh, co-founder of Akasa Air; Deepa Malik, paralympic athlete and Padma Shri awardee; William Steve Albrecht, professor of accountancy at Utah State University; and Bejul Somaia, partner at Lightspeed Venture Partners.
Prism founder Ritesh Agarwal, said Tyagi’s experience in capital markets regulation and public-institution stewardship will be critical as the company scales operations and enhances long-term accountability.
The company recently filed preliminary papers with Sebi to raise Rs 6,650 crore through a confidential route. Market sources estimate its valuation will be in the range of $7 billion to $8 billion.
Over the course of his career, Tyagi has held senior roles in the ministry of finance, where he oversaw investment policy and financial-sector reforms. His induction to the Prism board signals a renewed focus on aligning the company’s internal standards with the stringent requirements of public markets as it advances toward its IPO.
