Mountain Dew Electronic Music Festival

3 Flavors x 5 Stages x 16 DJs = DEWmocracy

Mountain Dew Pakistan organized Pakistan’s first ever Electronic Dance Music Festival in Lahore featuring London’s No. 1 Dance and House Club ‘Ministry of Sound’ to launch three exciting new flavours Live Wire, Pitch Black and Blue Shock. The campaign is termed very aptly DEWmocracy since the brand is giving its fans the right to choose which flavor should become a permanent offering in the Dew portfolio. The high profile event was attended by many top celebrities including Umair Jaswal, Junaid Khan, Bilal Lashari, QB, Cybil Choudry, Ali Xeeshan and many more.

The event was a first ever of its nature, which took place on the outskirts of Lahore on 20th February. It was widely attended by the hip and chic from across the city and beyond. The festival’s main-stage showcased various successful Pakistani DJs including Hira Tareen, El Safino, VIVID and Fake Shamans, with the main attraction being King Arthur from Ministry of Sound. Various other local DJs rocked three separate DJ Rooms with stages exclusively for each Dew flavour labelled as Live Wire, Pitch Black and Blue Shock. All 3 flavours and the original dew was freely available for attendants, few food stalls were also placed at the venue. The guests tried all 3 flavours and then got a chance to vote for their favourite one. I voted for Blue Shock as its taste was the best of all.

My fav #Dew flavour is Blue Shock What’s yours? #DEWmocracy #DEWxMOS

A photo posted by Abdullah Sulehri (@abdullahsulehri) on

At the closing of the night, Lahoris were buzzing from the experience! One such attendee Bilal Latif said: “I attended the event because it’s Ministry of Sound! Mountain Dew really outdid itself with this event! I’m gonna vote for Blue Shock”,


while another participant added, “When I found out about the event and DEWmocracy I was intrigued because it’s something new letting people decide which flavour they want to stay! Attending DEWxMOS was an awesome experience. A great fusion between the brand and its adventure seeking and exhilarating  identity!”.

The event was full music, dance and fun. All the guests appreciated Mountain Dew’s campaign and praised DEWxMOS. Lahoris haven’t seen such an event before and they are expecting such amazing events in near future too!

The launch event immediately went viral over the social media with its hash-tags #Dewmocracy and #DEWxMOS. The online conversation engaged people from across the nation to receive live updates for several hours during the event. Here is a glimpse of viral pictures and videos from social media.

#CommercialShoot #Dewmocracy #TheBoys #Bonfire @umairjaswalofficial @bilal_lashari @farhad.humayun

A photo posted by Hamza Ali Abbasi (@hamzaaliabbasiofficial) on

YES, this was US! Achievement unlocked!!! #dewmocracy #DEWxMOS #MinistryOfSound #jbnjaws

A photo posted by JbnJaws (@jbnjaws) on

About last night #dewmocracy #dewxmos #highonlife #saturdaynight #pouts sorta 😂

A photo posted by Quratulain Arif (Anna) (@quratulainarif) on

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Abdullah Sulehri Written by:

is a Chartered Certified Accountant by profession, loves gadgets, technology, food, movies and poetry. He is a Technology & Lifestyle blogger and can be reached at abdullah (at) sulehri (dot) com

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