Rooter joins forces with Mountain Dew to initiate ‘Dew Clutch Crew’ campaign

The new content activation will operate from February 8 to February 26, 2023.

One of India’s biggest game streaming platforms, Rooter has teamed up with the beverage brand, Mountain Dew to initiate the ‘Dew Clutch Crew’ high-adrenaline campaign.

The new content activation will operate from February 8 to February 26, 2023, and will feature a non-stop showpiece of strategic planning, quick reflexes, and nail-biting ‘Clutch Moments’ as the finest Free Fire creators bring a thrilling streaming series to the Rooter App and YouTube channel.

The advertising is based on the notion of Clutch – that in-game moment when a player may be starting from a disadvantage but, with decisive action, can turn the tide. The bravery that motivates this moment is perfectly aligned with Mountain Dew’s positioning – ‘Darr ke Aage Jeet Hai,’ sparking the concept of assembling a team of gamers who can demonstrate it through their gameplay.

Piyush Kumar, Founder & CEO, Rooter, said, “Bringing engaging and immersive content onto the platform has been at the core of building community experiences at Rooter. With Dew Clutch Crew, our fans get to be in the thick of high-octane gaming action – watching, playing and streaming alongside their favourite creators and sharing their Clutch stories. As the ultimate Clutch fuel, Mountain Dew is the perfect partner to realise synergies with a gaming ecosystem like ours. We are confident that our association will become the template for successful and sustainable integrations on Rooter for brands, creators and viewers alike.”

Vineet Sharma, Category Director-Mountain Dew, PepsiCo India, said, “We are thrilled to take our #ConquerwithCourage campaign to the Gaming Universe with Rooter. Dew as the courage fuel, encourages youth to overcome challenges and conquer them with courage, whether in life or in a game. Clutch moment in gaming is the perfect #ConquerwithCourage moment, where the players overcome the odds against them with courage and win. Dew is excited to partner with Rooter in celebrating this courage moment in the gaming universe. Dew will continue to promote the growth and recognition of gaming – a key passion point amongst the youth today.”

Hari Krishnan, Publicis Content Practice Head, said, “With a powerful brand expression “Darr Ke Aage Jeet Hai”, our task was to identify moments in gaming culture that would intersect with Mountain Dew’s brand promise. Our platform insights enabled us to activate ‘Clutch Moments’ at scale across the gaming ecosystem for Mountain Dew, to connect and engage gaming enthusiasts, both players and viewers alike.”

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