Mountain Dew launches ‘Adda Stories’ campaign with anime-inspired storytelling

Mountain Dew has introduced Mountain Dew Adda Stories, a new digital-first storytelling platform, which combines friendship, adventure and anime-inspired visuals to engage with young consumers. The campaign kicks off with its first film and an interactive contest featuring brand ambassador Hrithik Roshan.

Based on the insight that memorable adventures often begin with conversations among friends, the campaign establishes the Mountain Dew Adda as the place where bold ideas and shared experiences begin. This is an extension of the brand’s long-running ‘Darr Ke Aage Jeet Hai’ philosophy, pivoting the focus from the adventure itself to the moments of banter and encouragement that inspire people to take on challenges.

The launch film features a group of friends who tell a cave expedition story that starts with a chat at a Mountain Dew Adda. As the story unfolds, the film moves from live action to anime-inspired, handcrafted animation, made completely without artificial intelligence, and returns to the Adda, where the adventure becomes just another story to be told among friends.

To further engage the audience, Mountain Dew has also released a contest video featuring Hrithik Roshan. Watchers can see secret “MD” symbols throughout the film for a chance to meet the actor.

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Brand Philosophy:

Talking about the campaign, Akankshaa Dalal, Category Head, Mountain Dew, PepsiCo India said, “This initiative re-imagines the brand’s core philosophy for a new generation.

Mountain Dew has always stood for the spirit of courage and the belief that ‘Darr Ke Aage Jeet Hai.“With Mountain Dew Adda Stories we are redefining how this philosophy comes alive for the youth of today. The campaign shines a light on friendships, real conversations and the everyday spaces where bold ideas are born. “We are creating a culturally relevant storytelling platform that is entertaining and true to the fearless spirit of Mountain Dew by blending authentic stories with handcrafted animated visuals,” she said.

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The new campaign, according to Hrithik Roshan, is a blend of digital storytelling and audience interaction, honouring friendship and bravery. “Mountain Dew’s new campaign weaves digital storytelling and real-world community experiences through the Mountain Dew Adda Stories. The initiative is aimed at instilling the spirit of friendship while keeping the viewers hooked with a challenge that resonates with the ‘Darr Ke Aage Jeet Hai’ motto. “I’m looking forward to seeing this movement take shape and engage the winners,” he said.

Vikram Pandey, Chief Creative Officer, Leo South Asia said the campaign was conceptualised to depict the essence of how legendary stories are born out of moments of courage shared between friends. "Every time you face fear, you walk away with a legendary story. That’s the Mountain Dew Adda spirit – where friends come together to cheer each other on to their biggest adventures.” We’ve created a look that combines live action and stylised animation to provide a visual style as epic as the stories. He said, “This is not merely a campaign but an invitation to the community to be part of the making and to live the philosophy of ‘Darr Ke Aage Jeet Hai’.