Pepsico India launches integrated campaign for Mountain Dew Ice

PepsiCo India’s Mountain Dew Ice has unveiled a new integrated campaign for summer 2021 in India. The new summer campaign, featuring Bollywood star and brand ambassador Hrithik Roshan, offers the proposition of ‘Jeetne ki Aag aur Thanda Dimaag’, urging people to embrace the spirit of adventure while being determined and calm to win against all odds and face one’s fears. 

The Mountain Dew Ice TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign.

The film reiterates the brand’s philosophy of ‘Darr Ke Aage Jeet Hai’ or overcoming one’s fears to achieve great success with an evocative action sequence.

Vineet Sharma, category director- Mountain Dew and Sting, PepsiCo India said, “With the new campaign, we are taking the Mountain Dew brand’s core philosophy of ‘Darr Ke Aage Jeet Hai’ and giving it an ‘Ice’ twist. The idea is to inspire youth and convey to them that they can overcome any obstacles in their way if they just keep a cool mind along with the fire to win while facing their fears head-on. We are confident that consumers will relate to the new campaign strongly and shower Mountain Dew Ice with the same love that our other campaigns for Mountain Dew have received over the years.”