Campaign India Team
Feb 24, 2011

Salman Khan jumps off mountain peaks for Mountain Dew

WATCH the TVC shot by Bob Gordon and conceived by JWT as part of the campaign

Salman Khan jumps off mountain peaks for Mountain Dew

PepsiCo’s Mountain Dew has released the new brand campaign featuring brand ambassador Salman Khan jumping off from the highest peaks of New Zealand. Wingsuit Flying, an upcoming adventure sport has been used to take forward the brand message of ‘Darr Ke Aage Jeet Hai’. The new TVC has been conceived by JWT and shot by action-adventure ad film maker, Bob Gordon.

Watch the TVC (story continues below)


Commenting on the tie-up and the campaign, Alpana Titus, category marketing director (Flavoured Carbonated Drinks), PepsiCo India Beverages said, “This year our ambition has been to scale up the brand nationally. This campaign takes the idea of ‘Darr Ke Aage Jeet Hai’ to the next level. We are looking at upping the impact and scale of the brand in general, and that is reflected even in the production of the television commercial. We shot the film in fantastic locations which are accessible only through choppers and worked with an international crew that has really taken the idea into an interesting commercial for the brand.”

The TVC is breaking on February 25 and will be a very visible campaign, with presence across all mediums including outdoor, print, activations and digital. Titus noted that the brand will be leveraging the ongoing cricket season for the promotions.

 “Mountain Dew campaigns are about ultimate adventure and daring stunts that reflect the brand’s persona. The new campaign with Salman Khan was designed as a brand idea to give the consumers a differentiated and thrilling experience. To shoot at that high terrain for the campaign was extremely challenging and exciting. We have never witnessed the production scale like this before. There was a large international expert crew to ensure complete safety of everyone present at the location as well” added, Sabuj Sen Gupta and Shobhit Mathur, associate vice president and Sr. creative directors, JWT.


Agency: JWT

Client: PepsiCo

AVP and Sr. creative director: Sabuj Sen Gupta, Shobhit Mathur

Director: Bob Gordon 

Exec business director: Hari Krishnan

Client servicing director: Mohit Mishra

Agency producer:Suprotim Day

Editor: Bob Jenkis

Producer: Billu Sandhu

Music director: Ashu 

Campaign India