Following the appointment of Hrithik Roshan as brand ambassador last month, Mountain Dew has rolled out a new campaign. The brand continues with its 'Darr se mat daro, darr ke aage jeet hai' plank.
The film created by Taproot India shows how Roshan putting his fears aside after drinking Mountain Dew and jumping into the water from a high cliff. The film goes on air on 22 March.
On the campaign, Ruchira Jaitly, category director - flavours, PepsiCo India, said, “We are excited about the new summer campaign by Mountain Dew, with our brand ambassador Hrithik Roshan. This campaign is true to the brand philosophy ‘Darr Ke Aage Jeet Hai’ and brings alive how one can face the worst fears and vanquish them. It was a challenge to shoot this ad, given the location and the need to look authentic, and we had the perfect partner in Hrithik, who went all out to make the dive come alive. We look forward to a strong surround campaign to bring alive this new creative.”
Agnello Dias, creative director, Taproot India, added, “Everybody feels fear. To be courageous is defined by one’s fear rather than the fact that they feel no fear at all. Hrithik’s personality in real life and on-screen is well rounded and multi-dimensional. That’s a great thing about him because he can be vulnerable and fearful like a normal person and transform into a heroic and fearless performer the next moment. He has the ability to carry off both with equal ease.”
Client: Pepsico India
Category director (flavours): Ruchira Jaitly
Creative agency: Taproot India
Production house: Nirvana Films
Ad film director: Prakash Varma