Mountain Dew -Darr Ke Aage Jeet Hai

Brand History

The main formula of Mountain Dew was invented in Virginia, named and first marketed in Johnson City, Tennessee and Knoxville, Tennessee in 1948.

In India, Mountain Dew set the soft drink category ablaze in 2003 with their iconic launch campaign “Cheetah Bhi Peeta Hai”.

Brand Advantage

It is a soft drink that exhilarated like no other because of its daring, high-energy, active, extreme citrus taste. Challenge, a can do attitude, adventure and exhilaration is deeply entrenched in its brand DNA and the brand has always celebrated the bold and adventurous spirit of the youth.

This exhilaration and excitement of Mountain Dew has always been reflected in the high-adrenaline advertising of the brand that connected it to outdoor adventure.

Did You Know?

"Darr Ke Aage Jeet Hai"

In 2007, the brand was re-launched with a completely new, punchier formulation with communication that aimed at forging a strong emotional connect with our audience. Thus came about the "Darr Ke Aage Jeet Hai" campaign, which acknowledged that fear was a very real and relevant aspect of the adventurous world and Mountain Dew, as a brand wanted to encourage all youth in their moment of fear, to believe in themselves and just go for it because beyond fear, lies victory.