Mumbai: Mountain Dew®, PepsiCo India’s beverage brand, is making waves this summer with an exhilarating new campaign. The brand has broken new ground by bringing together two of Bollywood’s biggest stars, Salman Khan and Hrithik Roshan, as co-stars for the very first time in a never-before-seen TVC. This dynamic collaboration champions the message of courage and camaraderie through the iconic “Darr Ke Aage Jeet Hai” ethos—victory lies beyond fear.
The adrenaline-pumping ad showcases a group of friends navigating a high-altitude cable car journey through snow-capped mountains. When disaster strikes, sending the cable car careening toward a gorge, the duo—Salman and Hrithik—embody incredible bravery and teamwork to avert almost certain disaster, highlighting how overcoming fear is possible when we stand together.
This marks the first-ever on-screen partnership between Salman Khan and Hrithik Roshan, which will be a thrill for fans and viewers alike.
Speaking about his debut as Mountain Dew®’s brand ambassador, Salman Khan said, “I’m excited to join hands with Mountain Dew® as the face of the brand. The campaign’s message of embracing courage and facing fears resonates deeply with me. It’s about the power of camaraderie—having your friends by your side when things get tough and conquering challenges together. Darr Ke Aage Jeet Hai is a powerful philosophy, and I’m thrilled to bring it to life.”
Hrithik Roshan, Mountain Dew®’s long-standing brand ambassador, also shared his thoughts: “Mountain Dew has always stood for pushing limits and facing fears, which is something I truly connect with. This campaign is special because it highlights how courage isn’t just about going solo—it’s about the strength we find in each other. It’s a reminder that when we stand together, we can overcome any challenge. That’s what makes this campaign so powerful.”
Akankshaa Dalal, Category Lead at Mountain Dew, PepsiCo India, commented on the significance of this collaboration: “Mountain Dew embodies fearlessness, and this campaign takes that to the next level by showcasing the power of camaraderie. Courage grows when challenges are faced together, and that’s something our audience truly connects with. Bringing Hrithik Roshan and Salman Khan together for the first time isn’t just about their individual grit—it’s about the exciting energy they create as a team. This campaign is all about pushing limits, embracing challenges, and proving that with the right support, no fear is too big to conquer.”
Renowned Indian director Ali Abbas Zafar, who directed the campaign, shared his excitement: “Directing the Mountain Dew campaign has been a power-packed experience. I absolutely loved directing Hrithik Roshan and Salman Khan, and working with the brand was equally exhilarating. With ‘Darr Ke Aage Jeet Hai,’ we are showcasing that courage grows when we face challenges together, proving that fear loses its hold when we unite. Every moment—whether collaborating with these stellar actors or with a brand that pushes boundaries—was deeply rewarding. I hope our film inspires you to embrace your own bold spirit.”
The Creative Lead on the Campaign, Vikram Pandey, Co-Chief Creative Officer of Leo Burnett Agency, added, “Mountain Dew is known for its larger-than-life action spectacle and our latest film brings together not one but two of Bollywood’s biggest action icons Hrithik Roshan and Salman Khan doubling the thrill factor. Rooted in the brand’s iconic philosophy of Darr Ke Aage Jeet Hai, in this new film as Hrithik and Salman find themselves in a high-altitude, edge-of-the-cliff situation, fuelled by Mountain Dew, they turn fear into triumph, proving that fear stands no chance when you stand strong, together reminding audiences that when you have the right mindset—and the right partner—there’s no fear you can’t defeat.”
The new Mountain Dew® campaign will be amplified through a comprehensive 360-degree strategy spanning TV, digital, outdoor, and social media platforms. Mountain Dew® is available in both single-serve and multi-serve packs, available at modern and traditional retail outlets as well as e-commerce/quick-commerce platforms.
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