Mountain Dew Promotes Purposeful Courage In Summer Campaign

Mountain Dew unveiled its 2024 summer campaign, featuring brand ambassador Hrithik Roshan, emphasising purposeful courage and overcoming fear to save a friend, aligning with its 'Darr ke Aage Jeet Hai' ethos.

Speaking on the campaign, Akankshaa Dalal, Category Head, Mountain Dew, PepsiCo India, said, “We have always been a brand that has stood for courage, our tagline ‘Darr ke Aage Jeet Hai” lives the narrative not just for the brand but for India a country where pushing boundaries is the new norm. The brand has always acknowledged that fear is inevitable, it creates resistance, but it is courage that enables a single step ahead taking us to the point of ‘liberation’ or ‘victory’. So far, we have celebrated this as a personal triumph but for the first time, Mountain Dew through this new summer campaign has brought a ‘purposeful courage’ narrative to the forefront. A story about overcoming fear to save someone else it is. When you have a tagline like ‘Darr ke Aage Jeet Hai’ and a brand ambassador like ‘Hrithik’ they are so synonymous with the brand that you don’t have to look to far to find meaning. 

The film unfolds with a destructive tornado barreling towards a town, catching a group of friends off guard at a campsite. Roshan, among them, spots the danger and his friend trapped beneath a car. Faced with a split-second decision between retreat and rescue, he chooses to bravely confront the tornado after a sip of Mountain Dew, saving his friend. The action sequence reinforces the essence of Mountain Dew's motto, 'Darr Ke Aage Jeet Hai.'

Commenting on the campaign, brand ambassador Hrithik Roshan, said, “Mountain Dew designs the most thrilling campaigns and it's always a pleasure to collaborate with them. In our new campaign, we have woven the brand's tagline 'Darr Ke Aage Jeet Hai' into a storyline revolving around friendship and courage. It has been fascinating to observe the evolution and pop culture impact of the tagline 'Darr Ke Aage Jeet Hai' over the years, and our latest AD film further reiterates Mountain Dew's message to conquer one's fears."

The campaign will be rolled out through a comprehensive 360-degree strategy encompassing TV, digital, outdoor and ecommerce platforms. Mountain Dew products are accessible in both single and multi-serve packages at various retail outlets, including both modern and traditional stores as well as through ecommerce and quick-commerce channels.