Mountain Dew has always inspired consumers to look beyond their fear and take up challenges that the brand threw at them. The brand came out 'Darr ke aage jeet hai', its second leg of the campaign that won at 2007 PMAA Awards. The campaign's objective was four-fold: to increase brand awareness through an interactive sampling exercise; increase brand salience; create brand excitement and interact with the target group and make them participate in the interactive 'DARE' activities, which give them an experience of the brand. As a result we conceptualized a consumer activation program with 'dare' as its core theme. The initiative involved engagement activities, such as 'knife aiming wall', 'dark box', 'walking on broken glass' and getting the dew. However, the catch was that none of the activities actually involved any dare! For instance, walking on broken glass had participants walking on Teflon glass. However, to keep the excitement alive, the participants were not told of the modified aspect of the games. As most of the people in these markets hadn't tried such interactions before, the activity generated a great buzz. Over 60,000 people were contacted and informed about the brand through direct interaction. The result: The initiative helped Mountain Dew gain popularity and created quite a fan following in the 39 cities it was carried across in UP and Uttarakhand.