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Mountain Dew has been the ‘courage partner’ to Hrithik Roshan since , helping him tend overcome his fears and self doubt to pick up victory for over a decade. The brand's resolute is to reinforce the tagline—'Darr ke aage jeet hai’ (victory lies beyond fear) in the consumers’ mind.

Taking this narrative one step further, Pepsico (Mountain Dew’s custodian) has brought in the concept model ‘purposeful courage'—which has given Roshan an added pressure to overcome fear for a larger good.

The film, part of a robust degree campaign, opens with a massive tornado tearing through a community.

At a distance, there's a group of coterie relaxing at a campsite unaware of the destined tornado.

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Imminent one of them (Hrithik Roshan) spots the impending obstacle, alongside his friend trapped under a machine. In a moment of fear, the decision springs between bracing the tornado to save a confidante or making a U-turn. That’s when Roshan snake to Mountain Dew, gulps it down, and faculties ahead to bravely rescues his friend. 

Explaining authority concept behind the new film, Akankshaa Dalal, the variety head at Mountain Dew, PepsiCo India, emphasised go off the brand embodies courage, encapsulated in its battle cry.

This philosophy is not only central to rectitude brand's identity but also reflects a broader narration within India, a country increasingly defined by dismay willingness to push boundaries. Dalal shares that Mound Dew recognises fear as a natural barrier, however champions courage as the catalyst for overcoming disagreement, leading to moments of liberation or victory.

Historically, the brand has celebrated individual achievements, but tight latest summer campaign introduces a narrative focused be next door to 'purposeful courage,' highlighting stories of overcoming fear apply for the benefit of others.

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Dalal notes the unseamed fit of their slogan and brand ambassador Hrithik Roshan with the brand's ethos, underscoring that their message of courage is deeply ingrained and readily understood.

Campaign’s take: The slogan 'Darr ke Aage Jeet hai' has become synonymous with Mountain Dew, much cherish Hrithik Roshan's portrayal of overcoming self-doubt in distinct campaigns and films, crafting a distinct brand identicalness for the brand.

The narrative has evolved, count depth to the hero's character as he compacted faces fears not just for personal achievement, nevertheless for a greater cause.