Mountain Dew’s new campaign with Anoop Bikram Shahi reiterates “Darr Ko Agadi Jeet Cha” philosophy

Nepal, April 5, 2021: Mountain Dew® has unveiled its new TVC featuring Anoop Bikram Shahi, which encourages people to break free from social pressure and overcome their fears.

Mountain Dew® has always saluted the spirit of risk-taking and pushing boundaries to achieve success beyond fear & self-doubt. Continuing its efforts to inspire the youth of Nepal to overcome their fears through gripping films, Mountain Dew® unveiled an all-new campaign for the 2021 summer season. 

The campaign reiterates the brand’s Darr Ko Agadi Jeet Cha philosophy in a new way, and features Mountain Dew®’s brand ambassador Anoop Bikram Shahi. “DARR LE HAISIYAT HOINA, HIMMAT HERCHA” is the powerful theme behind the new TVC, which encourages today’s youth to overcome their fears to achieve extraordinary success. 

The film highlights Mountain Dew®’s belief that one’s self-worth is only determined by the strength and courage they display, and not the material possessions they own. The film captures both the dilemma & the determination of Anoop Bikram Shahi. It opens with the Dew hero pulling up his bike near a group of racers. The group looks at him with skepticism because they believe that his bike will not be able to compete with the high-end ones, they are riding. 

The race comes to an unexpected halt and the group of riders is faced with the choice of either succumbing to fear & turning back or overcoming fear & moving ahead. Despite discouragement from the other riders, the Dew hero tries to overcome his fears and take the challenge head-on. A resolute look crosses his face as he takes a sip of Mountain Dew®, rides his bike over a mountain chasm to ultimately emerges as a winner. 

Anoop Bikram Shahi, sharing his experience shooting the TVC said, True heroes are defined by their strength and not from where they come. 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.”

Naseeb Puri, Marketing Director of PepsiCo said “With our Darr Ko Agadi Jeet Cha philosophy, Mountain Dew® has always celebrated the spirit of those who push themselves in the face of fear to achieve extraordinary results. In 2021, the brand acknowledges that success comes to those who take challenges head-on, irrespective of what their background is. We are confident that the DARR LE HAISIYAT HOINA, HIMMAT HERCHA narrative will strike a chord with youth everywhere.”

The Mountain Dew® TVC will be amplified across TV, digital and social media with a 360-degree campaign. Mountain Dew® is available in single/multi-serve packs across modern and traditional retail outlets.