‘Risk jiska bike uski’ - Take the risk. Win the bike.

The greatest enemy of risk-taking is hesitation. No one knows that better than Mountain Dew India. Using the mechanics of a ‘call to play’ promo. We challenged the audience to call the number on the back of the label and take a challenge to stand a chance to win a new Hero Karizma ZMR motorcycle. When a consumer called, they were given 3 options to choose from, the faster they select the correct answer the higher their chances of winning. We measured reaction speeds down to the millisecond. Not only did we meet our sales targets for Autumn/Winter, we smashed through them