‘DARR SE DAROGE TO KUCH BADA KAISE KAROGE’: MOUNTAIN

 

‘DARR SE DAROGE TO KUCH BADA KAISE KAROGE’: MOUNTAIN DEW REINSTATES “DARR KE AAGE JEET HAI” PHILOSOPHY IN NEW CAMPAIGN WITH HRITHIK ROSHAN

 

As a brand that has always celebrated the spirit of those who push themselves in the face of fear to achieve extraordinary results; Mountain Dew® is all set to inspire the youth of India to push boundaries and move beyond fear and self-doubt through its Darr Ke Aage Jeet Hai campaign this year.

 

The beverage brand has unveiled its new power packed TVC today featuring Bollywood superstar and brand ambassador Hrithik Roshan. Taking the excitement up a notch, the film has been shot on the top of the world’s tallest building – Emaar’s Burj Khalifa in Dubai. The TVC is a reiteration of Mountain Dew®’s belief that in the face of any challenge there are 2 choices; either succumb to fear & turn back or overcome the fear & move ahead – it is this choice that sets the real heroes apart from the rest.

 

Based on the powerful life insight of ‘Darr Ke Aage Jeet Hai’ the film opens to a birds-eye view shot from the top of the Burj Khalifa where Hrithik gears up to perform a daring stunt in front of a huge audience while representing India in making a world record. The film captures both the dilemma & the determination of Hrithik Roshan as he evaluates the choice in front of him. Hrithik takes a ‘himmat ka ghoonth’ (sip of Mountain Dew®), a resolute look crosses his face as he plunges off from the edge of Burj Khalifa on his bike defying all odds.

 

Speeding down from his bike from Burj Khalifa on a slim runway, Hrithik leaves the audience on-ground gasping with disbelief and fear as he falters and skids mid-way. However, with an unwavering spirit, Hrithik successfully makes his way to the end of the runway and emerges as a winner as audience applaud him for this jaw-dropping action.

 

Speaking about his experience of shooting the TVC, brand ambassador Hrithik Roshan said, “Mountain Dew’s philosophy of “Darr Ke Aage Jeet Hai” is in line with my belief that no matter who you are or where you are from, it is an individual’s courage in the face of fear that makes him/her a real hero. It was a thrilling experience to shoot this TVC on Burj Khalifa and I am confident that this adventurous film will resonate strongly with my viewers. With this campaign, we are striving to reach new heights – quite literally and hope to inspire the youth to uphold their confidence and face their fears head on.”

 

Vineet Sharma, Category Director- Mountain Dew & Sting, PepsiCo India said, “Mountain Dew has always saluted the spirit of risk taking and pushing boundaries to achieve success beyond fear & self-doubt. This year, the brand reiterates that real heroes are those who face challenges head-on and emerge as winners. We are confident that the ‘Darr Se Daroge Toh Kuch Bada Kaise Karoge’ narrative in our new campaign will strike a chord with the consumers and the action-packed sequence featuring Hrithik on top of the world’s tallest building – Burj Khalifa will reinstate our ‘Darr Ke Aage Jeet Hai’ philosophy.”

 

The Mountain Dew® TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. Mountain Dew® is available in single/multi serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms.

 

 

 

 

 

THIS INDEPENDENCE DAY, MOUNTAIN DEW SALUTES

THIS INDEPENDENCE DAY, MOUNTAIN DEW SALUTES INDIA’S RESILIENT SPIRIT WITH A TIMELESS ANTHEM BY SUKHWINDER SINGH

Beverage brand Mountain Dew is all set to salute India’s resilient spirit this Independence Day with a rendition of the timeless anthem of patriotism, ‘Yeh Desh Hai Veer Jawaano Ka’ from Saregama. Mountain Dew’s take on the powerful anthem has been composed by music producer/composer Ram Sampath, and features soul stirring vocals from Bollywood singer Sukhwinder Singh. The lyrics of the rendition, written by renowned lyricist Swanand Kirkire, reiterate the brand philosophy of Darr Ke Aage Jeet Hai® and salutes the nation’s spirit of emerging victorious in the face of fear. 

Set to the lyrics, “Yeh Desh Hai Veer Jawaano Ka, Albelo ka Mastano ka, Yahan Sadiyon Se Ye Reet Hai Ji, Har Darr Ke Aage Jeet Hai Ji”, the video features stills of some of independent India’s most defining moments be it the  1983 cricket world cup, the launch of the homegrown Mangalyaan, A.R Rahman’s Oscar win or the bravado of the real heroes facing the current times - all of which are testimony to the resilience of India and a reminder on how we will be victorious again and come out of the challenging times we are facing today.

Talking about the new anthem, Naseeb Puri, Director, Mountain Dew & Energy, PepsiCo India says, “India’s collective resilience has enabled our nation to achieve victory in the face of fear time and again. This Independence Day, we salute this very spirit of being courageous and overcoming fear, a philosophy that Mountain Dew has always stood for. The Darr ke Aage Jeet Hai ® anthem is our ode to the spirit of 1.38 billion Indians and we are delighted to have partners such as Saregama, Sukhwinder Singh, Ram Sampath, Wunderman Thompson and Swanand Kirkire on board to help us take our message across the country. The lyrics of the anthem aim to inspire the nation and ignite the self-belief that we will emerge victorious from these trying times.”

Bollywood Singer Sukhwinder Singh said, “I am happy to associate with Mountain Dew for this special anthem on Independence Day. People are looking for strength and inspiration at this time and a classic  from Saregama like ‘Yeh Desh Hai Veer Jawaano Ka’ along with brilliant composition by Ram Sampath, with a twist is sure to give people the strength to move forward and overcome their fears. I am thrilled to be lending my voice for this energetic track, Darr Ke Aage Jeet Hai’®.”

Harsh Maheshwari, Executive Creative Director, Wunderman Thompson said, “Now more than ever India’s legendary legacy of winning against all odds can inspire us and lift our spirits. That was the idea to create an anthem that reminds us all – Darr Ke Aage Jeet Thi, Darr Ke  Aage Jeet Hai.”

The anthem will be released through a 360-degree marketing campaign spanning television, digital, music platforms and social media.