Courage Unleashed: Mountain Dew's Summer Saga of Fearless Friendship with Hrithik Roshan
Dive into a riveting tale of bravery and camaraderie as Mountain Dew's latest campaign, starring Hrithik Roshan, inspires purposeful courage to conquer fears and save a friend
Priya
Mountain Dew unveiled its highly anticipated 2024 summer campaign today, centered around the theme of purposeful courage and the narrative of overcoming fear to rescue a friend.
The campaign stars long-time brand ambassador Hrithik Roshan, whose association with Mountain Dew spans over a decade, making him synonymous with the brand's iconic tagline, "Darr ke Aage Jeet Hai."
Akankshaa Dalal, Category Head at Mountain Dew, PepsiCo India, expressed, "As a brand rooted in courage, our tagline 'Darr ke Aage Jeet Hai' embodies a narrative not only for the brand but also for India, a nation where pushing boundaries is celebrated. Fear is inevitable, but it's courage that propels us forward, leading to triumph. With this summer campaign, we're introducing a new dimension of 'purposeful courage,' showcasing a story of overcoming fear to help others. With a tagline like ours and a brand ambassador like Hrithik, the synergy is unmistakable, making the message resonate deeply."
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Hrithik Roshan also shared his thoughts on the campaign, stating, "Collaborating with Mountain Dew is always exhilarating, given their penchant for crafting captivating campaigns. Our latest endeavor intertwines the brand's iconic tagline 'Darr Ke Aage Jeet Hai' with a storyline centered around friendship and bravery. It's remarkable to witness the evolution and cultural impact of this tagline over the years, and our latest ad film reinforces Mountain Dew's message of conquering fears."
The new Mountain Dew campaign will be rolled out across various platforms, including TV, Digital, Outdoor, and E-Commerce, ensuring widespread reach and engagement.
