Ad Campaigns
Mountain Dew’s ‘Conquer with Courage’ campaign breaks record with 10 billion views on Moj
Mumbai: Mountain Dew breaks record on Moj with its ‘Conquer with Courage’ campaign attracting over 10 billion views and over 500 million in-app engagements – the highest ever the platform has seen to date.
As part of the initiative, Mountain Dew partnered with Moj, India’s short video app, for its ‘Conquer with Courage’ campaign, which promotes the brand’s legendary #DarrKeAageJeetHai philosophy. During the 50-day campaign, more than 200 popular Moj creators were featured, resulting in the hashtag receiving the highest user participation ever recorded.
Mountain Dew has been synonymous with courage, resilience, and inspiration. The company’s most recent campaign, ‘Conquer with Courage’, honors the common people who overcame obstacles in life with perseverance and grit. In collaboration with Moj, the #DarrKeAageJeetHai campaign generated millions of user entries, and the specially created filter featuring Hrithik Roshan along with Mountain Dew’s famous tagline saw record engagement, making it one of the largest brand campaigns on the platform.
Moj creators Sakshi, Pratyush Mahima, Ann Sindhu, Vivek Keshari, Sohail, among others, amped up the engagement and boosted user-generated content encouraging users to participate and share their stories.
Commenting on the campaign’s success, ShareChat & Moj Chief Revenue Officer Udit Sharma said, “Moj is today one of the most preferred short video destinations for brands to connect with their target audience across India creatively. Mountain Dew has long been associated with ‘Conquer with Courage’ philosophy, and with this partnership, the Moj community could give their creative rendition to the brand’s message. We want to foster an environment where advertisers can organically connect with creators who can become brand advocates. The response to this campaign with over 10B views proves its success.”
PepsiCo India category director Mountain Dew Vineet Sharma said, “We are very happy that Mountain Dew’s ‘Conquer with Courage’ campaign, which celebrates moments of courage in people’s daily lives has received a phenomenal response. We partnered with Moj, to give our consumers a personalised experience and a chance to connect with Hrithik by leveraging the power of technology. We have received unprecedented engagement on the platform, bringing alive the #DarKeAageJeetHai message in a very personal way for the youth.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
