New Delhi : Mountain Dew is on a look out for the next gang of heroes who live by the philosophy of ‘Darr Ke Aage Jeet hai’. #Mountain Dew Heroes Wanted, a blockbuster campaign in association with the upcoming movie, ‘Bang Bang’, gives a unique opportunity to its fans to feature in a short action film with Superstar and Brand Ambassador / endorser, Hrithik Roshan. Launching this one of a kind consumer led initiative; Mountain Dew takes the adventure quotient a notch higher, reaching out to fans across India through fun and innovative activities.

To participate, buy a Mountain Dew PET 600ml, 1ltr or 1.25ltr bottle and SMS the unique code printed on the back of the label to 09510101010.  10 shortlisted winners can then bring 2 of their friends to form a team of three to compete in the next round of the challenge. The elimination is a unique obstacle course designed to test their adventure quotient and daring attitude. The teams will compete with each other in specially designed tasks which will test their endurance and patience. Each round pushes the participants to showcase their tactical skills in the obstacle course where they don’t just beat their opponents but overcomes their weaknesses and fears…

And action! The winning Gang of 3 gets once-in-a-lifetime opportunity to feature alongside Hrithik Roshan in a jaw-dropping action short film in true Bollywood style. Directed by a highly trained professional team the film promises to be that one great experience that all adventure seeking youth dream of. This one of a kind short film / final stunt video will be released exclusively on YouTube, with a simultaneous release on a microsite.

Speaking about the latest campaign, Ruchira Jaitly, Sr. Director, Marketing (Social Beverages), PepsiCo India said, “Being the original daring brand that always strives to take the adventure quotient a notch higher, Mountain Dew is thrilled to announce this once in a lifetime opportunity for fans to realize their dreams. The Heroes Wanted campaign comes as a significant step in the Mountain Dew’s aim of promoting fearless, and we believe this new promotional activity will connect well with adventure enthusiasts. Moreover, this new youth-centric activation will further amplify the brand philosophy of ‘Darr Ke Aage Jeet Hai reflecting our can-do attitude for our consumers”.

Expressing his enthusiasm about the campaign, Hrithik Roshan, Actor & Brand Ambassador, Mountain Dew said, “Everyone has a hero inside and one doesn’t need any superpower to be one. For me, whoever has the courage to conquer his inner fears and move ahead with self- belief can become a hero. I’m excited about Mountain Dew’s #HeroesWanted campaign as it comes as an opportunity for me to be with the youth of the country who aspire to rise above the ordinary and become heroes,” said Hrithik. “So don’t wait, just grab a Dew and live up to your dream,” he added.

Setting the tone of the campaign and the brand’s promise for providing unmatched experience, Mountain Dew’s action packed new TVC captures the passion of adventure seeking enthusiasts. The TVC personifies Mountain Dew’s ‘Darr Ke Aage Jeet Hai’ spirit with Hrithik Roshan at his very best. Hrithik calls out for the real-life heroes to join him in this exciting new adventure.

The #HeroesWanted promo will be supported by a 360-degree approach including a thematic on-air campaign, outdoor & on-ground activations and an exciting digital engagement programme. Mountain Dew, the soft drink exhilarates like no other because of its daring, active, extreme citrus taste. Challenge, a can do attitude, adventure and exhilaration are deeply entrenched in its brand DNA and the brand has always celebrated the bold and adventurous spirit of the youth. The brand enjoys high salience in the Indian market via a deep and compelling consumer insight of ‘Darr Ke Aage Jeet Hai’. It encourages consumers to overcome their inner fears and try something new, explore new boundaries to emerge victorious.