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.
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
