Mumbai: Mountain Dew®️, PepsiCo India’s bold and fearless beverage brand, has announced the launch of its new 400 ml PET pack at just ₹20. This disruptive launch expands Mountain Dew®’s price-pack architecture, delivering greater value and accessibility while staying true to its iconic philosophy, “Darr Ke Aage Jeet Hai.”
To mark the launch, Mountain Dew® unveiled a high-octane TVC campaign featuring celebrity ambassador Hrithik Roshan, directed by acclaimed filmmaker Ali Abbas Zafar. The adrenaline-fuelled film captures Hrithik confronting a daunting natural obstacle, embodying fear, courage, and triumph while highlighting the brand’s new 400 ml pack.
Speaking about the campaign, Hrithik Roshan said, “Fear is something we all face, but it’s courage that defines us. The latest Mountain Dew campaign reiterates the power of embracing courage and taking that leap of faith. I’m proud to be associated with a brand that inspires millions with its philosophy of ‘Darr Ke Aage Jeet Hai.’ Now, with the new ₹20 400ml pack, Mountain Dew makes that experience even more accessible.”
Akankshaa Dalal, Category Head, Mountain Dew, PepsiCo India, added, “At Mountain Dew, our philosophy has always been to inspire people to embrace challenges head-on. The launch of our ₹20, 400ml PET pack is another step in making the Dew experience more accessible, while staying true to our bold identity. Backed by consumer insights, this innovation delivers greater value without compromise, and our new campaign with Hrithik Roshan perfectly captures the essence of courage and triumph that defines Mountain Dew.”
The TVC will be amplified through a 360-degree campaign across television, digital, outdoor, and social media. Mountain Dew®️’s portfolio also includes formats such as 1.25L at ₹50 and 2.25L/2L at ₹90, providing consumers multiple value-led choices while maintaining the brand’s trusted experience.
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