The new summer campaign has been conceptualised by Agnello Dias of Taproot and shot by Cannes Gold-winning director Prakash Verma
BestMediaInfo Bureau | Delhi | March 25, 2013
More adventure, more excitement and more fearlessness. PepsiCo’s Mountain Dew dares consumers to look their worst fear in the eye as the brand unveils its inspiring brand campaign featuring Bollywood youth icon Hrithik Roshan. The new Mountain Dew commercial created by Agnello Dias of Taproot India and directed by Cannes Gold-winning director Prakash Varma is all about embracing courage and overcoming one’s apprehensions, embodying the brand’s philosophy of ‘Darr se Mat Daro, Darr ke Aage Jeet Hai’.
Celebrating the spirit of confronting fears to win, Mountain Dew’s ‘Darr Ke Aage Jeet Hai’ campaign has always urged consumers to shrink their fears, move ahead with a self- belief and explore new boundaries. Set for a national launch today, the exciting ad film will see Hrithik 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 Hrithik has shot with Mountain Dew coming on board as brand ambassador this February.
The new 45-second TVC presents a perfect blend of adventure, boldness and excitement that captures the true spirit of the brand. The thudding heart, that constant feeling of trepidation and finally finding the strength within to face that inner demon – fear – has been perfectly captured in this commercial. Hrithik is seen enjoying at the beach with his friends who urge him to come for a swim. But Hrithik 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, Hrithik is seen atop a cliff, poised to jump into the 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.
Ruchira Jaitly, Category Director - Flavours, PepsiCo India, 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. ”
Agnello Dias, Creative Director, Taproot said, “Everybody feels fear. To be courageous is defined by one’s fear rather than the fact that they feel no fear at all. Hrithik’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.”
Prakash Varma, Cannes-Gold winning Director said, “This is my first commercial with Mountain Dew as well as Hrithik. And I must say it was an exhilarating experience. Hrithik is a very effortless actor and is the perfect person for the dramatic climax of the dive. His fans would be very pleased with his heroism and in-your-face attitude in this commercial.”
“Fear is common to everyone. Each and every one of us have had that moment in our lives when we knew we had to let go of our doubts and just plunge headfirst into it. Darr se Mat Daro, Darr ke Aage Jeet Hai... you just have to go ahead and challenge what terrorises you the most. Only when you rise above your fear, can you look down upon it. The novelty of this TVC is that it is relatable. I am very excited to be associated with this daring brand,” said Hrithik Roshan.
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.
Creative Agency: Taproot India
Creative Head: Agnello Dias
Film Director: Prakash Verma
Media Planning: Mindshare