(Link to view the TVC campaign: https://www.instagram.com/reel/DGX-xHYS8bR/?igsh=MTdiZDI2NWxiYndncQ==)
24th February 2025, National: Mountain Dew®, PepsiCo India’s bold and fearless beverage brand, is gearing up for summer with an exhilarating new campaign. We are thrilled to announce that Mountain Dew® creates history by uniting Indian megastars – Salman Khan and Hrithik Roshan to embrace the spirit of “Darr Ke Aage Jeet Hai”—which means victory lies beyond fear. The duo features in a never-seen-before TVC that showcases that we can overcome any challenge that life throws our way through courage and camaraderie.
This is literally the first time that the world will see these two action heroes Salman Khan and Hrithik Roshan together on the screen and what a delight it will be for the consumers and fans.
In an exhilarating film, we see a group of friends on a cable car journey through stunning snow-capped mountains. Suddenly, disaster strikes as the cables snap, sending the car tumbling towards a gorge. Amidst the chaos, Hrithik and Salman display incredible bravery and teamwork, working side by side to avert almost certain disaster. This narrative resonates with anyone who has ever faced fear, reminding us that teamwork amplifies courage.
Speaking about his latest campaign as Mountain Dew®’s brand ambassador, Salman Khan said, “I’m excited to join hands with Mountain Dew® as the face of the brand. The campaign’s message of embracing courage and facing fears resonates deeply with me. It’s about the power of camaraderie—having your friends by your side when things get tough and conquering challenges together. Darr Ke Aage Jeet Hai is a powerful philosophy, and I’m thrilled to bring it to life.”
Meanwhile, Brand Ambassador Hrithik Roshan said, “Mountain Dew has always stood for pushing limits and facing fears, which is something I truly connect with. This campaign is special because it highlights how courage isn’t just about going solo—it’s about the strength we find in each other. It’s a reminder that when we stand together, we can overcome any challenge. That’s what makes this campaign so powerful.”
Talking about the campaign, Akankshaa Dalal, Category Lead, Mountain Dew, PepsiCo India said, “Mountain Dew embodies fearlessness, and this campaign takes that to the next level by showcasing the power of camaraderie. Courage grows when challenges are faced together, and that’s something our audience truly connects with. Bringing Hrithik Roshan and Salman Khan together for the first time isn’t just about their individual grit—it’s about the exciting energy they create as a team. This campaign is all about pushing limits, embracing challenges, and proving that with the right support, no fear is too big to conquer.”
Indian film director Ali Abbas Zafar commented – “Directing the Mountain Dew campaign has been a power-packed experience. I absolutely loved directing Hrithik Roshan and Salman Khan, and working with the brand was equally exhilarating. With “Darr Ke Aage Jeet Hai,” we are showcasing that courage grows when we face challenges together, proving that fear loses its hold when we unite. Every moment—whether collaborating with these stellar actors or with a brand that pushes boundaries—was deeply rewarding. I hope our film inspires you to embrace your own bold spirit.”
The Creative Lead on the Campaign, Vikram Pandey – Co Chief Creative Officer, Leo Burnett Agency, said “Mountain Dew is known for its larger-than-life action spectacle and our latest film brings together not one but two of Bollywood’s biggest action icons Hrithik Roshan and Salman Khan doubling the thrill factor. Rooted in the brand’s iconic philosophy of Darr Ke Aage Jeet Hai, in this new film as Hrithik and Salman find themselves in a high-altitude, edge-of-the-cliff situation, fuelled by Mountain Dew, they turn fear into triumph, proving that fear stands no chance when you stand strong, together reminding audiences that when you have the right mindset—and the right partner—there’s no fear you can’t defeat.”
This summer, Mountain Dew® invites you to embrace your fears, overcome obstacles, and challenge the status quo together.
The new Mountain Dew® TVC will be amplified via robust 360-degree campaign spanning TV, digital, outdoor, and social media. Mountain Dew® is available in single-serve and multi-serve packs in modern and traditional retail outlets and e-commerce/quick-commerce platforms.
