“Victory is beyond fear” – Mountain Dew


Mountain Dew as the brand which has always celebrated in engaging spirit and energy towards the public has now put forward a step to exceed the boundaries and move beyond fear and self doubt through it’s “Darr Ke Aage Jeet Hai” campaign this year.

It was done by none other than the brand ambassador Hirthik Roshan in Burj Khalifa.  

Darr ke aage jeet hai | Mountain Dew | Hrithik Roshan

Starring Hrithik Roshan, the bollywood superstar and the brand ambassador of the beverage brand featured an advertisement based on the campaign “Daar Ke Aage Jeet Hai” which in english means “Victory is beyond fear.”

The advertisement was shot on top of the world’s tallest building – Emmaar’s Burj Khalifa in Dubai. The main concept that the campaign put forward to the public is drawing us between two choices: either to stay in fear and turn back or to overcome the fear and move ahead in life and the campaign focuses on the second choice. 

The shot was opened to a birds eye view from the top of Burj Khalifa where Hrithik gears up to take the stunt shot but was questioned with fear by his friend. Then he takes a sip of the  mountain dew and takes a leap on the faith and does the shot where he makes a cross between two mountains.

In this instance he leaves the audience on ground gazing with disbelief and the fear of whether he could make up the other end.  Reaching the other end the director says cut and he removes his helmet and says “Daar Ke Aage Jeet Hai.” 

In regard to a talk that happened with Hrithik Roshan of the campaign filming he said “Mountain Dew’s philosophy of Daar Ke Aage Jeet Hai ” is the motto line that he has been following over years of his life and that’s the success behind his career. That no matter what it is an individual’s courage to face the fear first and make up their mind to overcome that leads to his success path.

He also added that it was a thrilling experience to get it shot on Burj Khalifa and he is confident that this film will resonate strongly with his viewers. He ends the talk by saying that all we mean is to instill a hope in the youth and uphold their confidence and beat their fears and move on. 

Vineet Sharma, Category Director of Mountain Dew and Sting pepsico India said that“Mountain Dew has always saluted the spirit of risk taking and pushing boundaries to achieve success beyond fear and self doubt..” We are confident that the narrative in our campaign will strike a chord in our consumers and the action sequence shot with the brand ambassador will take our brand into heights, said sharma. 

The advertisement is streamed online in all forms of the media and the beverage is available in single or multi serve packets across modern and traditional retail outlets as well as on leading ecommerce platforms. 

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