Mountain Dew "Darr Ke Aagey Jeet Hai"

Mountain Dew’s “Darr Ke Aagey Jeet Hai” (Victory lies beyond fear) campaign is one of the long-standing and triumph-full ad campaigns which showcase the spirit of overcoming challenges by conquering fear with the bravery to chase dreams. It is taken not just as a mere tagline, but, it’s a battle cry echoing through the hearts of young India, thereby making it a core brand identity.

Having said this, let’s crack open this campaign’s nitty-gritty and unravel the aspects which made it so much memorable. As a sentient being, everyone faces some sort of fear, but it is said that one who overcomes it comes face to face with success. So, this ad campaign can be taken as a strong message for people, especially in today’s age to overcome fear and failure and rise above it. Furthermore, every aspect of this campaign, be it videos, collaborations or social content, focuses on driving the notion of bravery and achieving success by reflecting upon sports and extreme adventures.

Ushering Bravery and Fearlessness in Driving Success

“Darr Ke Aagey Jeet Hai” has been visually attractive with bold script in place where it showcases thrilling action drama where individuals are seen performing hardcore stunts or in the midst of an extreme situation. There has always been something that we remember of our past. Even this ad campaign has been engraved in the minds of people, especially those who have grown up watching television ads while desperately waiting for their favorite series. Today, this campaign has become an integral part of Mountain Dew’s identity. “Darr Ke Aagey Jeet Hai” has gone beyond mere marketing to becoming a cultural significance by inspiring millions to face their failure with utmost bravery.

The ad campaign’s intent can be seen in Naseeb Puri’s (Director, Mountain Dew, and Energy, PepsiCo India) statement that was made back in 2020: “This Independence Day, we felt that we needed to celebrate the ethos of India which is ideally summed up in the lines of our anthem, a reminder in the current times, that we are a nation that has achieved victory in the face of fear time and again, & we will emerge victorious yet again.”

Brand Fact

Mountain Dew’s ad campaign “Darr Ke Aagey Jeet Hai” was first aired in the year 2011 and was curated by JWT (J. Walter Thompson) India. Currently, the campaign features Mountain Dew’s brand ambassador.