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Hrithik Roshan portrays Arjun Vajpai's journey in Mountain Dew ad

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MUMBAI: As a brand that has always saluted the spirit of pushing ones boundaries to break out of the ordinary and achieve extraordinary success, Mountain Dew from PepsiCo is celebrating the journey of a real life hero, Arjun Vajpai through its new campaign, ‘Risk Takers of India’. 

Mountain Dew is paying tribute to the young mountain climber through a never-seen-before route in advertising - that of a biopic! Hrithik Roshan, Mountain Dew’s brand ambassador essays the role of Arjun and captures his attempt at climbing Mt Cho Oyu – one of the most difficult summits to conquer.

Created by JWT India, the biopic resonates strongly with Mountain Dew’s philosophy of pushing boundaries, celebrating courage and showcasing real life heroes. The film brings to fore the spirit of carrying on in the face of challenges and be willing to step out of one’s comfort zone to achieve extraordinary results. 

Speaking about his experience portraying the mountaineer, Hrithik Roshan says, “Arjun Vajpai is a true inspiration. It is rare that you come across someone who is so passionate about something and that too at such a young age. As Mountain Dew supports this unsung hero of the nation, I am proud to be the one bringing alive his illustrious journey on screen. I salute his courage and wish him luck as he gets set to conquer Mt Kangchenjunga.”

Echoing her thoughts, PepsiCo India associate director for Mountain Dew Naseeb Puri mentions, “Mountain Dew has always been about celebrating the spirit of ordinary people who push themselves to achieve extraordinary results, making a name for themselves in the process. Arjun is an embodiment of what we as Mountain Dew stand for & it is our privilege to be able to bring his inspiring story to millions of consumers across the country.” 

JWT India chief creative officer Senthil Kumar adds, “Mountain Dew advertising celebrates the spirit of adventure and encourages ordinary people to make a name for themselves.  This year we are bringing a brand new format in the form of a biopic TVC with the story of Arjun Vajpai. This also reflects popular culture of the recent biopics in Indian cinema. Hrithik Roshan essays the inspiring role of Arjun & the film captures the epic terrain, vulnerability & the determination of the hero as he conquers the mountain within.”

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