MOUNTAIN DEW®’S LATEST SUMMER CAMPAIGN WITH HRITHIK ROSHAN

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National, 14 th March 2024: Mountain Dew®, launched its 2024 summer campaign today with a new storyline of purposeful courage, a story about overcoming fear to save a friend. The campaign features Mountain Dew’s brand ambassador Hrithik Roshan, who has been associated with the brand for over a decade and is as synonymous to the brand as the ‘Darr ke Aage Jeet Hai’ tagline. Staying true to Mountain Dew’s original style, the film is filled with thrilling stunts and lots of adrenaline making it an enjoyable watch.

The film opens with a massive tornado tearing through a township, and at a distance there a group of friends relaxing at a campsite unaware of the approaching tornado. Until one of them i.e., Hrithik Roshan, spots the fast-approaching tornado and his friend trapped under a car. In that moment of fear, the decision is between bracing the Tornado to save a friend or making a U turn. That’s when Hrithik turns to Mountain Dew, gulps on it and powers ahead to bravely rescues his friend. The jaw-dropping action thriller reinforces Mountain Dew®'s mantra of 'Darr Ke Aage Jeet Hai.'

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.”

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' in 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 new Mountain Dew® campaign will go live with a robust 360 plan across TV, Digital, Outdoor, and E- Commerce. Mountain Dew® is available in single and multi-serve packs across modern and traditional retail outlets and across e-commerce/quick-commerce platforms.

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $91 billion in net revenue in 2023, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.

For further information contact: 
Shivalika Chadha Malik
Shivalika.malik@pepsico.com

Edelman India:
Purva Thakur | Purva.thakur@edelman.com | +91 9654919537
Kriti Chauhan | Kriti.chauhan@edelman.com | +91 9729773217