~New high-octane TVC showcases brand ambassador
Hrithik Roshan on Burj Khalifa~
New
Delhi, 20th Dec 2021: As a
brand that has always celebrated the spirit of those who push themselves in the
face of fear to achieve extraordinary results; Mountain
Dew® is all set to inspire the youth of India to push boundaries and move
beyond fear and self-doubt through its Darr Ke Aage Jeet Hai campaign this year.
The
beverage brand has unveiled its new power packed TVC today featuring Bollywood superstar and
brand ambassador Hrithik Roshan. Taking the excitement up a notch, the film has been
shot on the top of the world’s
tallest building – Emaar’s Burj Khalifa in Dubai. The TVC is a
reiteration of Mountain Dew®’s belief that in the face of any challenge there
are 2 choices; either succumb to fear & turn back or overcome the fear
& move ahead – it is this choice that sets the real heroes apart from the
rest.
Based on the powerful life insight of ‘Darr Ke Aage
Jeet Hai’ the film opens to a birds-eye view shot
from the top of the Burj Khalifa where Hrithik gears up to perform a daring
stunt in front of a huge audience while representing India in making a world
record. The film captures both the dilemma & the determination of Hrithik Roshan as he evaluates the
choice in front of him. Hrithik takes a ‘himmat ka ghoonth’ (sip of Mountain Dew®), a resolute look crosses his face as he
plunges off from the edge of Burj Khalifa on his bike defying all odds.
Speeding down from his bike from Burj Khalifa on a
slim runway, Hrithik leaves the audience on-ground gasping with disbelief and
fear as he falters and skids mid-way. However, with an unwavering spirit,
Hrithik successfully makes his way to the end of the runway and emerges as a
winner as audience applaud him for this jaw-dropping action.
Speaking about his experience of shooting the TVC, brand
ambassador Hrithik Roshan said, “Mountain Dew’s philosophy
of “Darr Ke Aage Jeet Hai” is in line with my belief that no matter who you are
or where you are from, it is an individual’s courage in the face of fear that
makes him/her a real hero. It was a thrilling experience to shoot this TVC on
Burj Khalifa and I am confident that this adventurous film will resonate
strongly with my viewers. With this campaign, we are striving to reach new
heights – quite literally and hope to inspire the youth to uphold their
confidence and face their fears head on.”
Vineet
Sharma, Category Director- Mountain Dew & Sting, PepsiCo India said, “Mountain Dew has always saluted the
spirit of risk taking and pushing boundaries to achieve success beyond fear
& self-doubt. This year, the brand reiterates that real heroes are those
who face challenges head-on and emerge as
winners. We are confident that the ‘Darr Se Daroge Toh Kuch Bada Kaise Karoge’
narrative in our new campaign will strike a chord with the consumers and the action-packed
sequence featuring Hrithik on top of the world’s tallest building – Burj
Khalifa will reinstate our ‘Darr Ke Aage Jeet Hai’ philosophy.”
The
Mountain Dew® TVC will be amplified across TV, digital, outdoor,
and social media with a 360-degree campaign. Mountain Dew® is
available in single/multi serve packs across modern and traditional retail
outlets as well as on leading e-commerce platforms.
About PepsiCo India:
PepsiCo entered India in 1989 and has grown to
become one of the largest MNC food and beverage businesses in India. PepsiCo
India has been consistently investing in the country and has built an expansive
beverage and snack food business supported by 63 plants across foods and
beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi,
Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.
PepsiCo’s
growth in India has been guided by our vision to Be the Global Leader in
Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose”
reflects our ambition to win sustainably in the marketplace and embed purpose
into all aspects of the business. For more information, visit www.pepsico.com
For
further information contact:
PepsiCo India
Shivalika Chadha Malik
Edelman India
Janvi Mohindru | +91 92133 33322 | Janvi.mohindru@edelman.com
Mani Saxena | +91 9810367887 | Mani.saxena@edelman.com
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