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MADE FOR INDIA NEW MOUNTAIN DEW ICE™ INTRODUCES IT’S FIRST EVER CAMPAIGN IN INDIA FEATURING BRAND AMBASSADOR HRITHIK ROSHAN
New Mountain Dew Ice™, the refreshing, lemon juice-based fizzy beverage offering by PepsiCo India unveiled its first-ever TV campaign in India. The new summer campaign, featuring Bollywood superstar and brand ambassador Hrithik Roshan, offers the proposition of Jeetne ki Aag aur Thanda Dimaag and encourages one to embrace the spirit of adventure and keep a calm mind as they face fear with determination to win.
The film opens with Hrithik Roshan contemplating a world record breaking bike stunt. Fear is visible on the actor’s face as he evaluates the choice in front of him. A resolute look crosses his face as he takes a sip of Mountain Dew Ice™ and takes the challenge head-on. The powerful words “Har chunauti hogi paar, bas chahiye jeetne ki aag aur thanda dimaag” help reiterate the brand’s philosophy of ‘Darr Ke Aage Jeet Hai’ or overcoming one’s fears to achieve great success.
Speaking about his experience shooting the TVC, Brand Ambassador Hrithik Roshan said, “This campaign for Mountain Dew Ice is as refreshing as its name suggests! In time for summer, the TVC introduces the consumers to a ‘chilling’ experience. What is interesting is that it adds to the brand tagline – ‘Darr ke aage jeet Hai’ with emphasis of being responsibly fearless. Mountain Dew Ice propositions ‘Jeetne Ki Aag aur Thanda Dimaag’, is a valuable slogan. It is a perfect mix of the product attributes along with a message in public interest. That is as cool, as it can get!”
