MAM
Mountain Dew brings skateboarding to India in latest TVC
MUMBAI: Food and beverage company PepsiCo India has unveiled a new campaign ‘Darr Ko Maro Dew‘ for its beverage brand Mountain Dew. The campaign is based on the concept of facing your fears and overcoming them with a bold, daring and a can – do attitude.
The campaign is created by Taproot India and produced by RDP.
The campaign brings to India leading skateboarders, BMX & FMX professionals along with the internationally popular Mountain Dew Xtreme Tours through a new TVC that was launched along side the start of IPL 5. It sets out to amplify and instill a feeling of confidence to shrink your fears and get ahead in life with “Darr ko jitna chota samjho utna hi achha hai”.
Kick-starting the campaign, Mountain Dew recently associated with boxing champion Vijender Singh; World champion wrestler Sushil Kumar; and Indian national hockey player Sandeep Singh and has given consumers a unique opportunity for to train with the top athletes in India for a day. Both Vijender Singh and Sushil Kumar were seen conquering their fears in Mountain Dew‘s on-air campaign around the theme of ‘Darr Ko Maaro Dew‘.
PepsiCo India EVP- marketing beverages (flavours) Ruchira Jaitly said, “Mountain Dew has always believed that going beyond fear is the path to victory and with this latest campaign, we urge the consumers to shrink their fears and move ahead with a self- belief and a never say die attitude to win. Aligned to this thought, we had initiated this season with an association with Vijender Singh, Sushil Kumar and Sandeep Singh, who have been a source of inspiration to us by emerging victorious after facing testing times and the toughest of challenges.”
Taproot national creative director Agnello Dias said, “This film stays consistent with our current year‘s interpretation of the emotion of fear – that the more we are scared, the larger any fear grows and the more one confronts it, the smaller it seems. We‘re happy to build on the classic Dew platform of Darr ke aage Jeet hai.”
The Mountain Dew Xtreme Tours will unveil over five locations namely Delhi, Bangalore, Hyderabad, Lucknow, Ludhiana and Chandigarh. Professional skateboarders BMX and FMX will share their trade secrets in interactive consumer workshops and on ground interactions with consumers across the country. The “Mountain Dew Xtreme Tours” will be supported by a 360-degree approach including on-air, outdoor nd on-ground initiatives and digital engagement programmes.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
