Mountain Dew presents inspiring journey of Arjun Vajpai, salutes the extraordinary

Mountain Dew from PepsiCo is celebrating the journey of a real life hero, Arjun Vajpai, through its ‘Risk Takers of India’ campaign. 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.

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 the willingness to step out of one’s comfort zone to achieve extraordinary results.

Speaking about his experience in portraying the mountaineer, Roshan said, “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, Naseeb Puri, Associate Director, Mountain Dew, PepsiCo India, said, “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 and it is our privilege to be able to bring his inspiring story to millions of consumers across the country.”

Senthil Kumar

Senthil Kumar, Chief Creative Officer, JWT India, said, “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 and the film captures the epic terrain, vulnerability and the determination of the hero as he conquers the mountain within.”

The TVC: 

Credits:

Creative Agency: J Walter Thompson

Senior VP & Managing partner, Account Management: Varun Channa

Chairman and Chief Creative Officer: Senthil Kumar

Executive Business Director: Ritu Nakra

Executive Creative Director: Nakul Sharma, Tirtha Ghosh

Copywriter: Prabhjeet Oberoi

National Planning Head: Mythili Chandrasekhar

VP - Strategy Planning: Arnab Datta Chaudhuri

Sr. Account Executive: Ria Bhattacharjee

Production House: Firecrackers

Director: Jim Weedon

Producer: Harsh Dave

DOP: Mark Patton

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