Edited by: Muhammad Harris
Last updated: February 10, 2023, 6:16 PM IST
Rooter, India’s leading gaming and e-sports content company, has partnered with Mountain Dew to launch an adrenaline campaign called ‘Dew Clutch Crew’. The content activation will run from February 8 to 26 and will be a non-stop showcase of strategic thinking, quick reflexes and nail-biting ‘Clutch Moments’ as India’s top Free Fire creators stream an exciting streaming series on the Rooter app and YouTube bring channel.
“The campaign is based on the concept of Clutch – that in-game moment where a player can take on from a position at a disadvantage, but with bold action can turn the odds around. The courage fueling this moment resonates perfectly with Mountain Dew’s positioning – ‘Darr ke Aage Jeet Hai’, fueling the idea of creating a team of gamers who can show it through their gameplay,” said Rooter in a statement.
Piyush Kumar, founder and CEO of Rooter, said, “Bringing engaging and compelling content to the platform has been core to building community experiences at Rooter. With Dew Clutch Crew, our fans get right in the middle of the exciting gaming action – watch, play and stream alongside their favorite creators and share their Clutch stories.”
He added that as the ultimate clutch fuel, Mountain Dew is the perfect partner to realize 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 of Mountain Dew, PepsiCo India, said: “We are excited to bring our #ConquerwithCourage campaign to the gaming universe with Rooter. Dew as fuel for courage, encourages young people to face challenges and overcome them with courage, both in life and in a game. Coupling moment in gaming is the perfect #ConquerwithCourage moment, where the players overcome the odds against them with courage and win.”
He added that Dew is excited to partner with Rooter to celebrate this brave moment in the gaming universe. Dew will continue to promote the growth and recognition of gaming – a major passion point among today’s youth.
Hari Krishnan, publicis content practice head, said: “With a strong brand phrase ‘Darr Ke Aage Jeet Hai’, our job 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 Mountain Dew gaming ecosystem to connect and engage gaming enthusiasts, both players and viewers.”
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