Mountain Dew recently inaugurated the consumer leg of its ‘Conquer with Courage’ campaign in India, using real-time 3D rendering technology to generate holographic images, creating a 25 ft Statue of Courage.
The campaign aims to inspire people to share their stories of overcoming fears and challenges and encourages conversations about conquering everyday fears. Consumers were able to share their stories on a designated wall, and larger-than-life holograms of those who shared were exhibited on site. The event, which lasted for 14 days, attracted over 1 lakh walk-in visitors, and inspired thousands of people to share their stories of determination, endurance, and valor.
Speaking on the activity, Vineet Sharma, Category Director, Mountain Dew, PepsiCo India said, “At Mountain Dew, we have always celebrated individuals who face every challenge head on and emerge as winners with their indelible courage and spirit. With this activity, we wanted to take this philosophy to India’s everyday heroes who continue to be optimistic and push themselves forward despite the multiple trials and fears that life as we know it presents to us.”
“We have collaborated with the world’s pioneers in automation to bring to India the ground-breaking Advanced Holographic Imaging technology that has brought our vision to life. We are elated that this activity has empowered and resonated with consumers, making us believe that any fear, no matter how big or small can be overcome with just an ounce of courage.” he added.
Commenting on the activation, Sunny Vohra, CEO Madison Turnt & Anugrah, said, “It was an endearing challenge, bringing global and Indian partners together and creating an unparalleled experience. We celebrated courage of each and every individual who has conquered any big/small fear and made them a legend with a magnificent holographic statue on a large podium within a time frame of 30 seconds. We are thrilled to accomplish such a unique activation with a courageous brand like Mountain Dew.”
Watch the film here:
