Kathmandu,March 6. As a brand that has always celebrated the spirit of those who push themselves in the face of fear to achieve extraordinary results; Mountain Dew® is all set to inspire the youth of Nepal to push boundaries and move beyond fear and self-doubt through its Darr Ko Agadi Jeet Cha campaign this year.
The beverage brand has unveiled its new power packed TVC today featuring brand ambassador Anoop Bikram Shahi. Taking the excitement up a notch, the film has been shot on the top of the world’s tallest building – Emaar’s Burj Khalifa in Dubai. The TVC is a reiteration of Mountain Dew®’s belief that in the face of any challenge there are 2 choices; either succumb to fear & turn back or overcome the fear & move ahead – it is this choice that sets the real heroes apart from the rest.
Based on the powerful life insight of “Darr Ko Agadi Jeet Cha” the film opens to a birds-eye view shot from the top of the Burj Khalifa where Anoop gears up to perform a daring stunt in front of a huge audience while making a world record. The film captures both the dilemma & the determination of Anoop Bikram Shahi as he evaluates the choice in front of him. Anoop takes a sip of Mountain Dew®, a resolute look crosses his face as he plunges off from the edge of Burj Khalifa on his bike defying all odds.
Speeding down from his bike from Burj Khalifa on a slim runway, Anoop leaves the audience on-ground gasping with disbelief and fear as he falters and skids mid-way. However, with an unwavering spirit, Anoop successfully makes his way to the end of the runway and emerges as a winner as audience applaud him for this jaw-dropping action.
Speaking about his experience of shooting the TVC, brand ambassador Anoop Bikram Shahi said, “Mountain Dew’s philosophy of “Darr Ko Agadi Jeet Cha” is in line with my belief that no matter who you are or where you are from, it is an individual’s courage in the face of fear that makes him/her a real hero. It was a thrilling experience to shoot this TVC on Burj Khalifa as we strive to reach new heights for the brand – quite literally. I am confident that the new film will inspire the youth of Nepal and instill them with the belief that they can overcome challenges simply by having the confidence to face their fears head-on.”
Speaking on the new TVC, Naseeb Puri, Senior Marketing Director, Nepal Region , PepsiCo said, “With our Darr Ko Agadi Jeet Cha philosophy, Mountain Dew in Nepal has always saluted the spirit of risk taking and pushing boundaries to achieve success beyond fear & self-doubt. This year, the brand reiterates that real heroes are those who face challenges head-on and emerge as winners. We are confident that consumers across Nepal will be thrilled to see the action-packed sequence featuring Anoop on top of the world’s tallest building – Burj Khalifa and that the belief of ‘Darr Ko Agadi Jeet Cha’ will resonate strongly with them.”
The Mountain Dew® TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. Mountain Dew® is available in single/multi serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms.
