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.”
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.
