Mountain Dew collaborates with artist Sukhwinder Singh to produce a patriotic anthem featuring their tag line.
Due to the COVID times, this Independence Day, the conditions are a little different. A mass gathering of the public wasn’t possible at the parades. Everyone has to celebrate the patriotic day in their homes. The offline sales shifted to electronic media, all the in-store decorations and patriotic themes were adjusted in online platforms. Some brands creatively the situation to highlight the nation’s achievements and evoke love from the people as well as successfully promoted their brand. One such brand was a soft drink brand- Mountain Dew.
Improvising the old Hindi patriotic song, the brand teamed up with the popular Punjabi singer Sukhwinder Kaur to create a strong and bold anthem featuring their tagline “Darr ke aage jeet hain”. The video features some of the most inspiring moments from Independent India’s journey, showcasing the brave spirit of India that led it to victory every time. From the legendary Mangalyaan launch to Kapil Dev lifting the 1983 World Cup to A.R. Rahman’s Oscar win, the video hits a chord.
The brand is not at all losing the essence of the classic song, just attaching their own tagline and signifying the fact that the dedication of the Indians can take them to greater heights. The hashtag was also used by the company i.e. #Jeetengephirse that simply means through utmost devotion and sincerity, we can fight with the global pandemic and will hail through it with flying colors.
Reference – Mad Over Marketing
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