Mountain Dew is one of the beverage brands that catch your eye when walking down a grocery store aisle. Mountain Dew has always celebrated the victory of individuals who overcome their fears and move ahead in life. Moving one step ahead, Mountain Dew inaugurated the ‘ Conquer with Courage ‘ campaign at DLF Avenue, Saket to encourage all those people who fight their fears and march ahead in life.
It has become India’s first-ever brand, deploying real-time 3D rendering technology and employing India’s first-ever dynamic holographic imaging technology to generate a 25 feet 3D holographic statue of courage. It exhibits Mountain Dew’s idea of #DarKeAageJeetHai thereby appreciating the courage to conquer our everyday fears. Using this technology, a larger-than-life hologram of every individual who dared to share their brave tales was displayed at the site. The dynamic on-ground action from consumers was the #Conquer with courage wall that motivated many people to come forward and share their courageous stories, fears in life, and how they overcome that. The enthralling activity brings the spotlight on consumers making them real-life mountain dew legends.
The activity was planned for 14 days and witnessed 1 lakh consumers walking in and encouraging other mountain dew legends to share their moments of valor and endurance. People shared many heartwarming stories and inspirational tales of bravery such as overpowering fears of bullying, facing the audience, fear of choosing passion over the profession, conquering the world’s highest summit of Mount Everest at the age of sixteen, and many more. The captivating activation drew a large audience and left everyone empowered.
Talking about the activity, Vineet Sharma, category director of Mountain Dew, PepsiCo said- With this activity, we celebrate every individual who faces every challenge of life and emerge as a hero. We want to take this philosophy to every hero who continues to be optimistic and always marches forward despite the multiple trials and fears that life presents to us. We collaborated with the world’s pioneers in automation to bring advanced, dynamic holographic imaging technology that brought our vision to life. The activity aims to make us believe that any fear, no matter whether small or big can be overcome with an ounce of courage.
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