‘Darr ke aage jeet hai’ Hrithik Roshan unboxes new Mountain Dew flavour


Bollywood actor Hrithik Roshan, who is the brand ambassador for Mountain Dew IceTM, recently unboxed the brand’s newest flavour through an Instagram post.

Within a short span of 48 hours, the post clocked over 1.6 million views and over 3000 comments.

The video shows the actor breaking a life-size ice block placed in front of him, ultimately revealing a bottle of newly launched Mountain Dew IceTM.

Speaking about the unusual ‘unboxing’ video, Hrithik Roshan said, “The best actions, reactions and decisions are made with a thanda dimaag”. This summer, the new product line from Mountain Dew is all about facing your fears responsibly.

Mountain Dew Ice urges fans to remain calm like ice in the face of challenges. This would help them to remain focused on the ultimate goal and ease up all challenges across their way.

Mountain Dew as a brand made its debut in India in the year 2003. The citrus beverage brand is owned by PepsiCo. The ‘Made for India’ Mountain Dew IceTM, which was launched in February, is a refreshing, lemon juice-based fizzy soft drink, developed specifically for the Indian market.

The latest ad from Mountain Dew features the actor riding his bike off a mountain wall, to beat his competitors in a race across highly mountainous terrain. This time with a brand-new catchphrase, ‘Darr haisiyat nahi, himmat dekhta hai’.

Mountain Dew signed Hrithik Roshan as their brand ambassador way back in the year 2013. Hrithik Roshan’s most viewed Mountain Dew commercial crossing 12 million-plus views was released in 2018. Shot in ‘Saas-Fee’ village of Swiss Alps, the ad is based on the true story of Indian ace mountaineer ‘Arjun Vajpai’, who is the world’s youngest mountaineer to have successfully summited six 8000M+ peaks.

Vineet Sharma, the category director- Mountain Dew and Sting, PepsiCo India, said that in 2021 the brand focuses on acknowledging real heroes who take challenges head-on, irrespective of what their background is.

In 2021, as the world slowly opens up offering countless opportunities, Mountain Dew inspires the Indian youth to be daring and adventurous, and achieve extraordinary goals. ‘Darr haisiyat nahi, himmat dekhta hai’ catchphrase aims at encouraging Mountain Dew consumers to “overcome their fear and move ahead on the path to victory.”

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