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HomeThink TankCampaign DissectionHrithik Roshan partners with Mountain Dew for exciting new campaign

Hrithik Roshan partners with Mountain Dew for exciting new campaign

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Mountain Dew has unveiled its 2024 summer campaign, highlighting the theme of purposeful courage and overcoming fear to come to a friend’s aid. The campaign showcases Hrithik Roshan, the brand’s ambassador for over a decade, embodying the spirit of “Darr ke Aage Jeet Hai.”

Hrithik Roshan features in Mountain Dew new campaign

Campaign Introduction:

Mountain Dew has kicked off its 2024 summer campaign with a fresh narrative centered around purposeful courage, focusing on overcoming fear to come to a friend’s rescue. This campaign showcases the brand’s ambassador, Hrithik Roshan, who has been closely associated with Mountain Dew for more than a decade, embodying the iconic “Darr ke Aage Jeet Hai” tagline.

Campaign Storyline:

The film commences with a formidable tornado wreaking havoc in a township, while a group of friends unwinds at a campsite, oblivious to the impending disaster. Suddenly, one of them, portrayed by Roshan, notices the rapidly approaching tornado and realizes that a friend is trapped beneath a car. Confronted with fear, he faces a critical decision: either retreat or confront the tornado to rescue his friend. In a defining moment, Roshan turns to Mountain Dew, takes a gulp, and summons the courage to bravely embark on the daring rescue mission. This action-packed thriller serves to reinforce Mountain Dew’s iconic mantra, “Darr Ke Aage Jeet Hai.”

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What do experts have to say about this campaign?

Akankshaa Dalal

Speaking on the campaign, Akankshaa Dalal, Category Head, Mountain Dew, PepsiCo India, said, “We have always been a brand that has stood  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 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.”

Hrithik Roshan

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In conclusion, Mountain Dew’s 2024 summer campaign marks a compelling narrative of purposeful courage embodied by brand ambassador Hrithik Roshan. The campaign’s storyline, centered around overcoming fear to save a friend amidst a chaotic tornado, encapsulates the essence of Mountain Dew’s iconic “Darr ke Aage Jeet Hai” ethos. Through thrilling action sequences and Roshan’s portrayal of bravery fueled by Mountain Dew, the campaign reinforces the brand’s enduring message of triumph in the face of adversity. With Roshan’s decade-long association with Mountain Dew lending credibility and resonance to the campaign, it stands as a testament to the brand’s commitment to inspiring consumers to embrace courage and conquer their fears.

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