In the event of the heightened war between the two rival Cola Companies, the arrival of a new sweetened aerated drink, is a step in the direction of making inroads in the monopoly of Coke (Product - Sprite)with their new drink named ’Mountain Dew’.
The original commercial for the launch of the drink was intended to make inroads into the sweetened aerated soft drink segment, which was monopolised by Sprite after the sudden ’disappearance’ of the Cadbury-Schweppes Product, ’Canada Dry’. 7up too had receded into some sort of an oblivion and thus Sprite took up the entire market. The launch of Pepsico’s product in the same segment was aimed at breaking Sprite’s monopoly.
The AD...
The ad features high on adrenaline levels and enthusiasm on the part of the models. It also has introduced viewers to the zany world of Adventure sports which has not yet fully received its share of the recognition in the country. The portrayal of the modern youth as full of zing and energy is really commendable on the part of the Agency. The models show promise and vigour and every step of their performance signifies the jumping adrenaline levels of each and every urban yuppie who someway or the other idolises them - discreetly or indiscreetly.
The End Result...
The Camera work is good but for a few shabby background patch work. The studio location can be quite easily understood/recognised by the trained eye. The effects are zany and put a spring in YOUR feet!! An excellent job by the Music-Director too, for capturing the essence of the Yuppie Mumbai crowd. But for some over reactions by the models, the ad is a perfect treat for the eyes