This year, on August 15, several brands launched campaigns specifically for Independence Day while only a few took it up a notch higher to stand out in the clutter. Most of them took the content route than advertising, intending to increase brand affinity and love. But to stay afloat in the flood of Independence campaigns, by just taking the regular content distribution route, wouldn't have been enough for any brand to make a mark. It needed extra nudge on distribution and amplification.
One such brand that took the content distribution game seriously was PepsiCo's Mountain Dew. It launched a rendition of the timeless anthem of patriotism, 'Yeh Desh Hai Veer Jawaano Ka', from Saregama. The anthem has been composed by music producer/composer Ram Sampath and features vocals from Bollywood singer Sukhwinder Singh.
Set to the lyrics 'Yeh Desh Hai Veer Jawaano Ka, Albelo ka Mastano ka, Yahan Sadiyon Se Ye Reet Hai Ji, Har Darr Ke Aage Jeet Hai Ji', the anthem reiterates the brand philosophy of 'Darr Ke Aage Jeet Hai' and salutes the nation's spirit of emerging victorious in the face of fear.
The anthem is being amplified through a 360-degree marketing campaign spanning outdoor, television, digital, music platforms and social media.
On the social media front, the brand collaborated with celebrities and influencers, who were seen dancing to the anthem.
Some influencers and celebrities posts for the campaign:
Mountain Dew made sure it collaborated with such influencers and celebrities who can fetch the brand instant awareness through their massive follower base. With the influencer-led amplification strategy, the brand was able to garner more than 44 million views in an estimated media value pegged between Rs 20-30 lakh.
Sheeko Brandscore graph of the brand’s performance on Instagram:
The brand celebrated the resilient spirit of India’s news channels by saluting them for their hard work during the pandemic. It posted thank you and appreciation messages on social media and across outdoor hoardings in Delhi/NCR as well.
Some of the posts by the brand for the journalists:
In the same manner, Mountain Dew recognised certain other brands such as Pizza Hut, Dunzo, Burger king, Amazon India, Red FM, Vistara and others who defined ‘Darr Ke Aage Jeet Hai’ during the pandemic. The digital activation aims to thank the relentless efforts of the many heroes associated with these brands. Each post features a custom message on behalf of Mountain Dew, thanking the respective brand and the services they provide tirelessly even in these trying times.
The brands responded to the unique gesture with heartfelt messages thanking Mountain Dew for this sweet gesture and reiterating in their own style that #DarrKeAageJeetHai. This camaraderie between brands not only appealed to the netizens but also showcased the collective efforts of leading brands to come together for the greater good.
A few posts for the brands:
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