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.
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.
