Ad Campaigns
Hrithik Roshan portrays Arjun Vajpai’s journey in Mountain Dew ad
MUMBAI: As a brand that has always saluted the spirit of pushing ones boundaries to break out of the ordinary and achieve extraordinary success, Mountain Dew from PepsiCo is celebrating the journey of a real life hero, Arjun Vajpai through its new campaign, ‘Risk Takers of India’.
Mountain Dew is paying tribute to the young mountain climber through a never-seen-before route in advertising – that of a biopic! Hrithik Roshan, Mountain Dew’s brand ambassador essays the role of Arjun and captures his attempt at climbing Mt Cho Oyu – one of the most difficult summits to conquer.
Created by JWT India, the biopic resonates strongly with Mountain Dew’s philosophy of pushing boundaries, celebrating courage and showcasing real life heroes. The film brings to fore the spirit of carrying on in the face of challenges and be willing to step out of one’s comfort zone to achieve extraordinary results.
Speaking about his experience portraying the mountaineer, Hrithik Roshan says, “Arjun Vajpai is a true inspiration. It is rare that you come across someone who is so passionate about something and that too at such a young age. As Mountain Dew supports this unsung hero of the nation, I am proud to be the one bringing alive his illustrious journey on screen. I salute his courage and wish him luck as he gets set to conquer Mt Kangchenjunga.”
Echoing her thoughts, PepsiCo India associate director for Mountain Dew Naseeb Puri mentions, “Mountain Dew has always been about celebrating the spirit of ordinary people who push themselves to achieve extraordinary results, making a name for themselves in the process. Arjun is an embodiment of what we as Mountain Dew stand for & it is our privilege to be able to bring his inspiring story to millions of consumers across the country.”
JWT India chief creative officer Senthil Kumar adds, “Mountain Dew advertising celebrates the spirit of adventure and encourages ordinary people to make a name for themselves. This year we are bringing a brand new format in the form of a biopic TVC with the story of Arjun Vajpai. This also reflects popular culture of the recent biopics in Indian cinema. Hrithik Roshan essays the inspiring role of Arjun & the film captures the epic terrain, vulnerability & the determination of the hero as he conquers the mountain within.”
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.
