Naam Bante Hain Risk Se Campaign for Mountain Dew — Case Study

Naam Bante Hain Risk Se Campaign’s Objectives

The social media campaign “Naam Bante Hain Risk Se” for the brand Mountain Dew had following objectives:

• To promote the brand Mountain Dew and create a buzz around the same in the market.
• To create a rapport of the brand in the market and engage users with the brand.
• To recruit new customers for the aerated drinks.

Strategy of the Campaign:

• The entire campaign was leveraged of videos showcasing the will to conquer fear from one’s mind. Each of the videos has an exclusive level of engagement with it.
• A video starring brand ambassador Hrithik Roshan tells the story of four friends, one of whom is Hrithik, bracing up for a big car rally in Dubai. While at the race in the desert area, they are far behind the others and Hrithik is chided by one of his team mate to drive faster. Soon they are faced with a massive sandstorm, and all the other cars that were ahead are seen returning. The same team mate now tells Hrithik to return too. Taking a sip from a bottle of Mountain Dew, Hrithik finds his inner strength and reassures the team that if they wanted to make a name for themselves, they would have to take risk. He drives the vehicle right through the storm and returns to win the race. Another story was of Arunima Sinha, the national level volleyball player who lost her leg after being pushed out of a train could have very well given up any hope in life. But lying in immense pain on the railway tracks, made one thing clear in her mind — that she will make a name for herself come what may. Two years later, she climbed Mount Everest with the help of a prosthetic limb and a rod in the other leg. The third video was of Ghost Ryders, the country’s No. 1 stunt riding group started by a bunch of software engineers, who quit their job and made stunt riding their profession. Despite being mocked at and advised to take life seriously, the group has made a name for themselves by taking risks.
• The same concept was used for the engagement of people across Twitter where conversations around the theme were initiated and users were invited to comment and share their views.

Key Messages of the Campaign:

• Arunima risked her life to climb Mount Everest on one leg & made a name for herself. Can you tell us such a risk story #NaamBanteHainRiskSe
• Do you know anyone else who takes risks to achieve name and fame just like India’s Number 1 Stunt Biking Team; The @ghostryderz?
• @MountainDewIn #NaamBanteHainRiskSe Shubreet Kaur, inspite her one leg, she makes her identity by her dance..

Results of the Campaign:

The results of Mountain Dew’s social media campaign #NaamBanteHainRiskSe were:

• People engaged with the brand and participated in huge numbers.
• The tweets in the campaign have got a good response with more people commenting and re-tweeting them.
• The brand was able to create a buzz for the campaign as well as the brand.
• The videos went viral and people associated themselves with the brand.

What worked in the Campaign:

After analyzing the complete case study of the social media campaign #NaamBanteHainRiskSe, here are the following key points which we felt worked very well for the campaign.

• The inclusion of real stories like that of Padmashri Arunima Sinha and the Ghost Ryders group, adds an element of authenticity and memorability to the new brand voice ‘Naam bante hai risk se’.
• The incorporation of real life heroes proving their point helps in inspiring youngsters to relate the campaign with them and promote the brand.