Hrithik Roshan Leads Mountain Dew’s New Rs 20 Pack Campaign Celebrating Courage and Accessibility

Mountain Dew has launched a new 400ml PET pack at Rs 20, supported by a high-energy campaign featuring Hrithik Roshan, reinforcing its bold philosophy of “Darr Ke Aage Jeet Hai” while making the brand more accessible to consumers.

PepsiCo India has unveiled a new value-led addition to its Mountain Dew portfolio with the launch of a 400ml PET pack priced at Rs 20. To mark the rollout, the brand has launched a powerful campaign fronted by its ambassador, Hrithik Roshan, under the direction of filmmaker Ali Abbas Zafar.

The film places Roshan in a high-adrenaline outdoor adventure sequence where he faces fear head-on before taking a bold leap, aligning seamlessly with Mountain Dew’s core message of courage — “Darr Ke Aage Jeet Hai.” The campaign emphasizes that this new pack is not just about affordability, but about delivering the same thrill-packed experience of Mountain Dew to a wider base of consumers without compromising on the brand’s bold identity.

A Campaign Rooted in Fearlessness

The film is part of a 360-degree rollout across television, digital platforms, outdoor advertising, and social media. By blending storytelling with action, it strengthens Mountain Dew’s narrative of courage and triumph, bringing its brand philosophy alive for millions of fans across India.

Speaking about the campaign, Hrithik Roshan shared, “Fear is something we all face, but it is courage that defines us. The latest Mountain Dew campaign reiterates the power of embracing courage and taking that leap of faith. I am proud to be associated with a brand that inspires millions with its philosophy of ‘Darr Ke Aage Jeet Hai.’ With the new Rs 20 pack, Mountain Dew makes that experience even more accessible to everyone.”

Making the Dew Experience More Accessible

The new pack expands Mountain Dew’s price-pack architecture, which already includes multiple consumer-friendly formats such as the 1.25L bottle at Rs 50 and the 2.25L/2L options at Rs 90. With the addition of the 400ml pack at Rs 20, Mountain Dew is reaching deeper into value-led markets, ensuring that affordability and accessibility go hand-in-hand with its bold and adventurous identity.

Akankshaa Dalal, Category Head, Mountain Dew, PepsiCo India, explained, “At Mountain Dew, our philosophy has always been to inspire people to embrace challenges head-on. The launch of our Rs 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.”

Why This Matters

This campaign not only strengthens Mountain Dew’s positioning as a fearless and bold brand but also demonstrates how value-driven product innovations can enhance accessibility while staying aligned with core brand values. By combining a lower price point with high-impact storytelling, Mountain Dew has created an offering that connects with both urban and rural markets, reaffirming its identity as a beverage for thrill-seekers and everyday risk-takers alike.

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