“As you step onto the pitch, fear may grip you, but grab your courage and knock that fear out of the ground.”
This cricket season witnessed the rise of debutant talent and the celebration of emerging cricketers by superfans. In their new campaign, Mountain Dew embraces this trend by their new digital initiative, ‘Jakad Ke Pakad‘, inspired by the voice of fans and true events.
The fearless attitude and jaw-dropping acts of the debutantes this season have seen mushrooming of many super fans across the country. These enthusiastic displays resonated across social media, with influencers amplifying the message by sharing images of the eager fans. Responding to these number of fans, Mountain Dew’s campaign, “Jakad Ke Pakad” extends the brands’ iconic ethos, presenting a dynamic narrative that honors the courage and perseverance of debutant cricketers and encourages them to overcome their fears.
The animated campaign showcases a new cricketer gearing up to step into the field. As he buckles up, doubt beginning to creep in. However, he fights through his thoughts, grabs his bat, and walks out with his head held high, overcoming his fear with resolution. The transformation from apprehension to courage embodies the importance of embracing challenges to achieve greatness in cricket and in life.
This campaign also reiterates Mountain Dew’s enduring belief of ‘Darr Ke Aage Jeet Hai’ that in the face of any challenge, there are two choices: either succumb to fear and turn back or overcome fear and move ahead.
“During the on-going cricketing season, seeing superfans encouraging the newcomers to overcome fear with courage was a powerful reminder of what we as Mountain Dew stand for,” said Akankshaa Dalal, category head, Mountain Dew, PepsiCo India. “It was truly humbling to see consumers repurposing the brand’s tagline of Darr Ke Aage Jeet Hai, reinstating that our message resonates deeply with them, and this inspired us to create a campaign that celebrates the courage and determination of debutant cricketers. This new campaign is dedicated to superfans and the newcomers of this season. The fans for cheering on the ones who need their support more than anyone else; and the newcomers to whom we acknowledge that first time fear can be overwhelming. We hope this digital campaign and film will connect with our consumers across the country and shower their love and support on these trailblazers during the ongoing cricket season.”
As the campaign unfolds, Mountain Dew aims on scoring partnerships with young & veteran cricketers to amplify their ‘Jakad Ke Pakad’ message still further.
The campaign will go live across digital and e-commerce platforms. It has garnered over 71k views on YouTube till date.
