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. 
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

17 hours ago

Toyota set to end $600 million Olympic sponsorship deal

The Japanese giant is seeking to end its nine-year tenure with the Games, after becoming the first automaker in the world to sign a top-tier sponsorship contract in 2015.

20 hours ago

65% of men call for better menstrual education ...

The brand also released a short Hindi film based on real events, highlighting the need for normalising conversations about periods with men.

20 hours ago

Ministry of Consumer Affairs seeks integrated ...

The chosen agency will be responsible for all social media activities for the Bureau of Indian Standards, including influencer marketing and public relations.

20 hours ago

OML's Hypothesis pursues global expansion

The AI-powered influencer marketing tech platform is targeting growth in Asia Pacific, the Middle East, Africa, and the US by 2025.