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  #RiseAboveFear with Mountain Dew- Telgue
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  RiseAboveFear with Mountain Dew- Tamil

All set to strengthen its presence in the Southern markets of India, Mountain Dew signs on two new brand ambassadors- actors Arya and Akhil, son of superstar Nagarjuna. As an extension to its philosophy of ‘Who Dares, Wins’ the brand has announced the launch of a new campaign #RiseAboveFear in Tamil Nadu and Andhra Pradesh. The campaign will be supported by a thematic TVC that shows both the actors overcoming their personal ‘Mountain of Fears’.
 
Ruchira Jaitly, Sr. Director, Marketing (Social Beverages), PepsiCo India said, “With Mountain Dew, our endeavour has always been to inspire the youth to face their fears and overcome them to achieve something. We are proud to associate with Arya and Akhil who embody the spirit of ‘Who Dares, Wins’ and are a part of our #RiseAboveFear campaign. We believe we have created a great film with them and are excited to get feedback from our consumers. Senthil Kumar, National Creative Director, JWT said, “Mountain Dew as a brand has stood for challenging oneself and overcoming our inner fears. In the film, our protagonist is out to search for the Kurinji flowers that bloom once in 12 years in the Western Ghat region of India. While they encounter a number of road-blocks which challenge their belief and force them to reconsider their decision of scaling the mountain; they eventually overcome their fear and successfully win over the Mountain of Fear.”
 
Talking about this association, Arya says, “All of us have our fears- for instance I have a fear of heights! But the Mountain Dew #RiseAboveFear campaign shoot helped me face my fears and successfully overcome it. ‘Acham Thandi, Uccham Thodu’ (‘Who Dares, Wins’) is a powerful thought and philosophy for a brand that instils confidence and a can-do-attitude to move ahead in life. I’m excited to be a part of this brand and look forward to a daring and adventurous journey ahead.” Akhil added “Shooting for the Mountain Dew film was an experience by itself, it taught me to rise above my fears and explore new boundaries. During the shoot, I was initially quite apprehensive about climbing the precarious rocky mountain in extreme conditions but winning over your inner fears is what this brand teaches you to do. Mountain Dew is all about- taking a risk, overcoming your fear and emerging victorious. Truly, ‘Bhayam Vadalu, Shikaram Thaaku’ (‘Who Dares, Wins’)!”


- Dharmishtha Dagia