Campaign India Team
Feb 24, 2023

Mountain Dew's next stunt sees Hrithik Roshan and Mahesh Babu ride a bike into a plane

Watch the films conceptualised by Studio Simple here

Mountain Dew has rolled out a campaign featuring actors Hrithik Roshan and Mahesh Babu.
The campaign takes forward the brand's ‘darr ke aage jeet hai’ (victory lies ahead of fear) brand thought and consists of a film each featuring the actors.
Roshan appears in the Hindi-language edit while Babu is in the film for Southern India. They are shown performing a stunt which sees them ride a bike from one plane into another. They take on the fear before they perform the stunt with a sip of Mountain Dew which gives them the courage to go ahead.
Vineet Sharma, category director, Mountain Dew, PepsiCo India, said, “With our ‘Darr Ke Aage Jeet Hai’ philosophy, Mountain Dew has always celebrated the spirit of those who push themselves in the face of fear to achieve extraordinary results. In 2023, the brand acknowledges that every individual has moments of fear, but real heroes are those that face the challenge head-on and emerge as winners. We are confident that this new film will connect with our consumers across the country and relate with Hrithik Roshan and Mahesh Babu as they personify a true hero in this campaign.”
Sainath Saraban, creative head and co-founder, Studio Simple, said, “The common goal was to create a campaign that is jaw-dropping without losing the essence of vulnerability that one experiences right before emerging victorious. You will experience high octane drama in it while it remains human and relatable at the core."
The film is running on TV and digital and the campaign will be spread across outdoor and social media. 
Campaign India

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