Mountain Dew has been the ‘courage partner’ to Hrithik Roshan since 2013, helping him to overcome his fears and self doubt to achieve victory for over a decade. The brand's purpose is to reinforce the tagline—'Darr ke aage jeet hai’ (victory lies beyond fear) in the consumers’ mind.
Taking this narrative one step further, Pepsico (Mountain Dew’s custodian) has brought in the concept of ‘purposeful courage'—which has given Roshan an added impetus to overcome fear for a larger good.
The film, part of a robust 360-degree campaign, opens with a massive tornado tearing through a township. At a distance, there's a group of friends relaxing at a campsite unaware of the approaching tornado. Until one of them (Hrithik Roshan) spots the fast-approaching obstacle, alongside his friend trapped under a car. In a moment of fear, the decision springs between bracing the tornado to save a friend or making a U-turn. That’s when Roshan turns to Mountain Dew, gulps it down, and powers ahead to bravely rescues his friend.
Explaining the concept behind the new film, Akankshaa Dalal, the category head at Mountain Dew, PepsiCo India, emphasised that the brand embodies courage, encapsulated in its slogan. This philosophy is not only central to the brand's identity but also reflects a broader narrative within India, a country increasingly defined by its willingness to push boundaries. Dalal shares that Mountain Dew recognises fear as a natural barrier, but champions courage as the catalyst for overcoming it, leading to moments of liberation or victory.
Historically, the brand has celebrated individual achievements, but its latest summer campaign introduces a narrative focused on 'purposeful courage,' highlighting stories of overcoming fear for the benefit of others. Dalal notes the seamless fit of their slogan and brand ambassador Hrithik Roshan with the brand's ethos, underscoring that their message of courage is deeply ingrained and easily understood.
Campaign’s take: The slogan 'Darr ke Aage Jeet hai' has become synonymous with Mountain Dew, much like Hrithik Roshan's portrayal of overcoming self-doubt in various campaigns and films, crafting a distinct brand identity for the brand. The narrative has evolved, adding depth to the hero's character as he now faces fears not just for personal achievement, but for a greater cause.
It remains to be seen whether the brand will further develop this blend of adventure, self-belief, and altruism in its positioning. Especially as campaigns that embrace a 'purpose-driven' approach are increasingly popular, likened to being the current trendsetter.
