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Mountain Dew launches summer campaign with Hrithik Roshan

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MUMBAI: PepsiCo’s Mountain Dew unveils its new brand campaign featuring Hrithik Roshan.

The new Mountain Dew commercial created by Taproot India creative director Agnello Dias and directed by Prakash Varma is about embracing courage and overcoming one’s apprehensions; it embodies the brand’s philosophy of ‘Darr se Mat Daro, Darr Ke Aage Jeet Hai’.

The film shows Roshan facing his fear of the deep blue sea and taking a plunge into the icy waters from a cliff. This is the first campaign that Roshan has shot with Mountain Dew coming on board as brand ambassador this February.

PepsiCo India category director- Flavours Ruchira Jaitly said, “We are excited about the new summer campaign by Mountain Dew, with our brand ambassador Hrithik Roshan. This campaign is true to the brand philosophy ‘Darr Ke Aage Jeet Hai’ and brings alive how one can face the worst fears and vanquish them. It was a challenge to shoot this ad, given the location and the need to look authentic, and we had the perfect partner in Hrithik, who went all out to make the dive come alive. We look forward to a strong surround campaign to bring alive this new creative. ”

Dias said, “Everybody feels fear. To be courageous is defined by one’s fear rather than the fact that they feel no fear at all. Hrihitk’s personality in real life and on-screen is well rounded and multi-dimensional. That’s a great thing about him because he can be vulnerable and fearful like a normal person and transform into a heroic and fearless performer the next moment. He has the ability to carry off both with equal ease.”

The on-air campaign will be supported by robust outdoor, online and on-ground activation.

Mountain Dew is also the Broadcast Partner for Pepsi IPL 2013, and will leverage the presence on this impactful summer property with the new creative.

In the ad film, Roshan is seen enjoying at the beach with his friends who urge him to come for a swim. But Roshan, who has an immense phobia of deep water, predictably refuses. Not being able to even justify his fears to himself, he takes a swig of his Mountain Dew. After a while, to everyone’s shock, Roshan is seen atop a cliff, poised to jump into the abyssal ocean. It is this moment when he is on the brink of overcoming his worst terror by taking that one leap of faith, which destroys his fear completely rather than just fighting it.

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