Mountain Dew has announced the launch of its new 400ml PET pack priced at Rs 20, expanding its price-pack architecture to make the brand more accessible to consumers. The launch has been accompanied by a campaign film featuring brand ambassador Hrithik Roshan, directed by Ali Abbas Zafar.
The film has showcased Roshan in an adrenaline-fuelled outdoor adventure, where he has been seen confronting fear before taking a leap, aligning with Mountain Dew’s philosophy of “Darr Ke Aage Jeet Hai.” The brand has highlighted that the new pack has been designed to deliver value while staying true to its bold identity.
The TVC has been rolled out across television, digital, outdoor, and social media channels as part of a 360-degree campaign. Mountain Dew has also continued to offer its portfolio in varied formats including 1.25L at Rs 50 and 2.25L/2L at Rs 90, ensuring multiple value-led choices for consumers.
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Hrithik Roshan said, “Fear is something we all face, but it’s courage that defines us. The latest Mountain Dew campaign reiterates the power of embracing courage and taking that leap of faith. I’m proud to be associated with a brand that inspires millions with its philosophy of ‘Darr Ke Aage Jeet Hai.’ Now, with the new Rs 20 400ml pack, Mountain Dew makes that experience even more accessible.”
Akankshaa Dalal, Category Head, Mountain Dew, PepsiCo India, said, “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.”
