MAM
Mountain Dew rolls out ‘Dew or Die’ campaign
MUMBAI: Cricket has been dominating our minds thanks to the sixth season of Pepsi Indian Premiere League (IPL). And one campaign that has been catching the eye is Mountain Dew‘s with the catchy title ‘Dew or Die’.
Mountain Dew’s new campaign brings alive these moments through an innovative consumer engagement program, on-air as well as extensive on-line and in-stadia initiatives.
The brand is associated with three teams of Pepsi IPL 6- Rajasthan Royals, Kings XI Punjab and Delhi Daredevils.
The campaign has a special segment on Max’s ‘Extra Innings’ everyday. The segment will be showcasing three ‘Dew or Die’ moments from the previous day’s matches, shortlisted by an expert panel.
The ‘Dew or Die’ campaign has also been launched through the brand’s social media channels. During all matches, cricket fans can select their ‘Dew or Die’ moments in real time and tweet to the Mountain Dew handle (@MountainDewIn) with the hash-tag, #DewOrDie to win match tickets and team merchandise.
PepsiCo India category director-flavours Ruchira Jaitly said, “This IPL season, Mountain Dew is celebrating the ‘Dew or Die’ passion of the players and the fans in a refreshing manner. With a short format, the T20 tournament is all about those defining moments of performance that change the fate of the game and elevate the viewer excitement to a new level. Our campaign is all about these moments that differentiate between victory and defeat, segregate men from the boys.”
“Our campaign is all about consumer engagement including our TV integration that goes beyond traditional advertising. We are thrilled with the initial response to the ‘Dew or Die’ mantra on-line as well as in the stadiums, and look forward to extending it to other formats in equally engaging and innovative manner”, she added.
Mountain Dew had launched the first campaign of this season earlier this year that took the brand’s essence of ‘Darr ke Aage Jeet Hai’ to the level of crushing fear and taking a plunge to come out victorious. The ‘Dew or Die’ campaign takes forward the same philosophy and talks about fighting through all situations and taking the game away from the opposition.
Brands
Manindra Mohan joins CoinDCX as SVP & head – data & analytics
Former Amazon and Unacademy analytics leader to scale crypto insights
MUMBAI: India’s crypto exchange CoinDCX has appointed Manindra Mohan as SVP and head of data and analytics, bringing on board a seasoned data strategist at a time when the country’s digital asset market is entering a decisive phase.
In his new role, he will steer enterprise-wide data science, analytics and business intelligence initiatives. His mandate spans product, growth, risk and customer experience, with a clear brief to embed data-led decision-making into the company’s core as it scales across India and beyond.
Announcing the move, Mohan said he was “thrilled” to join CoinDCX, calling the Indian crypto market pivotal and ripe with opportunity. He thanked co-founders Sumit Gupta and Neeraj Khandelwal, along with Mridul Gupta, for the opportunity to help shape what he described as the future of finance.
He noted that architecting data solutions for a 24 hour global asset class presents a formidable challenge. Yet, he added, the chance to redefine financial access and drive crypto adoption “across every pin code in India” makes the task compelling.
Mohan arrives with nearly two decades of experience across technology, media and digital platforms. Before CoinDCX, he served as head of data science, analytics and BI at Carousell Group. Prior to that, he was SVP and head of analytics at Unacademy, where he built and scaled the analytics and insights function supporting product, sales, marketing and finance teams.
His earlier stints include heading analytics for Amazon prime video in India, where he oversaw data across product, acquisition, engagement and content, as well as serving as senior manager data sciences and advanced analytics at VMware and senior manager marketing and digital analytics at Dell Technologies. He began his career as senior business analyst at Cognizant, working on large scale crm and analytics implementations for global clients.
Colleagues describe Mohan as a builder of teams as much as models. From managing global analytics rollouts to leading large cross functional units, he has consistently combined statistical rigour with commercial instinct.
At CoinDCX, that blend could prove timely. As crypto exchanges navigate regulation, volatility and rising user expectations, data is no longer a back office function. It is the compass. With Mohan at the helm of analytics, CoinDCX is betting that sharper insights will translate into deeper trust and broader adoption in a market that never sleeps.
