Ad Campaigns
Mountain dew Reiterates ‘Darr ke aage jeet hai’ mantra
Mumbai: Mountain Dew has announced two new films with its brand ambassadors, Hrithik Roshan and Mahesh Babu. The new campaign will extend the brand’s ongoing ‘Darr Ke Aage Jeet Hai’ positioning across its consumers in India.
The adventurous films showcase Roshan and Babu gearing up to perform a never-done-before freefall stunt in a cargo plane from a supremely high-altitude while being televised across live television. As their crew points at the risk quotient of the stunt, we see a seemingly worried Roshan and Babu as they evaluate the choice in front of them. A resolute look crosses their face as they take a sip of Mountain Dew and takes the challenge head-on and emerges victorious.
The film is a reiteration of Mountain Dew’s belief that in the face of any challenge there are two choices; either succumb to fear & turn back or overcome the fear & move ahead – it is this choice that set’s the real heroes apart from the rest.
Speaking on the campaign, PepsiCo India Mountain Dew category director Vineet Sharma 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.”
Commenting on the film, Roshan said, “It’s always a pleasure to associate with Mountain Dew. I connect with the brand’s philosophy of conquering one’s fear and rising above with courage in the face of challenges. This message of ‘Darr ke aagey jeet hai’ is a deeply personal belief and I’m happy to have collaborated with Mountain Dew over the years via innovative campaigns that reiterate this core belief. I’m excited for our latest campaign to be showcased to the consumers.”
Commenting on the film Babu said, “Courage over fear, the thrill of the unknown – Mountain Dew’s persona has always resonated with me. Excited to be back with the team for this action-packed film that’s high on both action and adventure!”
Studio Simple creative head and co-founder Sainath Saraban 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 new Mountain Dew campaign and TVCs 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.
Link to view film featuring Hrithik Roshan:
Link to view film featuring Mahesh Babu:
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.
