Ad Campaigns
Mountain Dew’s launches summer campaign with Hrithik Roshan
Mumbai: Mountain Dew has launched its 2024 summer campaign with a new storyline of purposeful courage, a story about overcoming fear to save a friend. The campaign features Mountain Dew’s brand ambassador Hrithik Roshan, who has been associated with the brand for over a decade and is as synonymous to the brand as the ‘Darr ke Aage Jeet Hai’ tagline. Staying true to Mountain Dew’s original style, the film is filled with thrilling stunts and lots of adrenaline making it an enjoyable watch.
The film opens with a massive tornado tearing through a township, and at a distance there a group of friends relaxing at a campsite unaware of the approaching tornado. Until one of them i.e., Hrithik Roshan, spots the fast-approaching tornado and his friend trapped under a car. In that moment of fear, the decision is between bracing the Tornado to save a friend or making a u-turn. That’s when Hrithik turns to Mountain Dew, gulps on it and powers ahead to bravely rescues his friend. The jaw-dropping action thriller reinforces Mountain Dew’s mantra of ‘Darr Ke Aage Jeet Hai.’
Speaking on the campaign, PepsiCo India category head, Mountain Dew Akankshaa Dalal said, “We have always been a brand that has stood for courage, our tagline ‘Darr ke Aage Jeet Hai” lives the narrative not just for the brand but for India a country where pushing boundaries is the new norm. The brand has always acknowledged that fear is inevitable, it creates resistance, but it is courage that enables a single step ahead taking us to the point of ‘liberation’ or ‘victory’. So far, we have celebrated this as a personal triumph but for the first time Mountain Dew through this new summer campaign has brought a ‘purposeful courage’ narrative to the forefront. A story about overcoming fear to save someone else it is. When you have a tagline like ‘Darr ke Aage Jeet Hai’ and a brand ambassador like ‘Hrithik’ they are so synonymous with the brand that you don’t have to look to far to find meaning.”
Commenting on the campaign, brand ambassador Hrithik Roshan, said, “Mountain Dew designs the most thrilling campaigns and it’s always a pleasure to collaborate with them. In our new campaign, we have woven the brand’s tagline ‘Darr Ke Aage Jeet Hai’ in a storyline revolving around friendship and courage. It has been fascinating to observe the evolution and pop culture impact of the tagline ‘Darr Ke Aage Jeet Hai’ over the years, and our latest AD film further reiterates Mountain Dew’s message to conquer one’s fears.”
The new Mountain Dew campaign will go live with a robust 360 plan across TV, digital, outdoor, and e-commerce. Mountain Dew is available in single and multi-serve packs across modern and traditional retail outlets and across e-commerce/quick-commerce platforms.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
