Rooter and Mountain Dew collaborate. 

Rooter and Mountain Dew have joined forces to introduce the adrenaline-pumping “Dew Clutch Crew” campaign. The content activation, which takes place from February 8 through February 26, 2023, will feature non-stop demonstrations of tactical reasoning, quick reflexes, and heart-pounding “Clutch Moments” as India’s top Free Fire creators bring an exciting streaming series to the Rooter App and YouTube channel. 

The campaign is based on the idea of the clutch, or that in-game situation where a player may be at a disadvantage but can turn the tide with a bold move. Mountain Dew’s positioning, “Darr ke Aage Jeet Hai,” perfectly captures the courage that underpins this moment, igniting the idea of assembling a team of gamers who can display it through their gameplay. 

Piyush Kumar, the founder and CEO of Rooter, commented on the partnership: “Building community experiences at Rooter has been centred around bringing immersive and engaging content onto the platform. With Dew Clutch Crew, our fans can participate in the intense gaming action by streaming, playing, and watching alongside their favourite creators while also sharing their Clutch tales. To realize synergies with a gaming ecosystem like ours, Mountain Dew is the ideal partner. It is the ultimate Clutch fuel. We are certain that our partnership will serve as a model for long-lasting integrations on Rooter for brands, creators, and viewers alike. 

The category director for Mountain Dew at PepsiCo India, Vineet Sharma, added, “We are excited to take us the gaming universe with Rooter’s #ConquerwithCourage campaign. Dew, known as the courage fuel, exhorts young people to face obstacles head-on and to do so bravely, whether in real life or in video games. Clutch moments video games are the epitome of #ConquerwithCourage moments, where players show courage to overcome the odds and prevail. Dew is thrilled to collaborate with Rooter in honouring this courageous development in the gaming world. Dew will keep advancing the development and acceptance of gaming, a major current youth passion. 

Hari Krishnan, Publicis Content Practice Head, elaborated on the campaign delivery, saying, “With a powerful brand expression “Darr Ke Aage Jeet Hai,” our task was to find moments in gaming culture that would intersect with Mountain Dew’s brand promise. We were able to activate “Clutch Moments” for Mountain Dew at scale across the gaming ecosystem thanks to our platform insights, which helped us to engage and connect gamers who were both viewers and players. 

A catchy rap song by Akshay Dhawan that was written to fit the Dew Clutch Crew’s vibe keeps the adrenaline pumping. 

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