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New Delhi, March 5, 2019: Mountain Dew has always saluted the spirit of risk taking, of pushing boundaries to achieve extraordinary success. Continuing with the pioneering format of biopic storytelling built on their Risk Takers of India platform, Mountain Dew’s 2019 campaign celebrates an exhilarating journey of real-life heroes, Gerrari Offroaders-Gurmeet Virdi and Kirpal Singh Tung who are synonymous with off-roading in India today.
The celebration of the inspiring journey of Gerrari Offroaders, is consistent with Mountain Dew’s efforts over the last three years, of showcasing real life heroes through its ‘Risk Utha Naam Bana’ campaign. ‘Risk Utha, Naam Bana’ is based on the powerful insight that greater success needs greater risks and one should always strive to break out of the ordinary.
Naseeb Puri, Director, Mountain Dew & Energy, PepsiCo India says, “Mountain Dew has always celebrated the spirit of those who push themselves to achieve extraordinary results, making a name for themselves in the process. Gurmeet & Kirpal are an embodiment of the Dew philosophy of Risk Utha, Naam Bana and it is our privilege to be able to share their inspiring story with millions of Indians across the country.”
Taking inspiration from the adventures of Gurmeet, Kirpal, Kabir & the Gerrari Offroaders, the Mountain Dew film is an ode to those who take risk head on and come out victorious. In the words of the Gerrari Offroaders themselves, when they’re seen as the underdogs, what they may lack in resources, they make up for in jigar. In the moment of choice, it’s that jigar that makes the difference between Naam & Namumkin.
According to Senthil Kumar, Creative Chief at Wunderman Thompson, “Mountain Dew brings authentic and inspiring stories of real heroes using the popular cinematic biopic storytelling format. This time Hrithik Roshan shares the story of India’s first 4x4 world champions. Set amidst rainforest landscape this shoot was an adventure like no other. The journey of these men is one filled with grit and guts. This Mountain Dew film is a salute to the spirit of risk taking and the hunger to make a name inspiring the viewers to do the same.”
Speaking about his experience, Hrithik Roshan, Mountain Dew brand ambassador said, “The story of Gurmeet & Kirpal is truly inspiring. As movie actors, we perform stunts on screen but these guys live a new adventure each day. Their story is one of passion, risk & courage and it’s been my privilege to bring the story of these risktakers to the big screen.”
Risk Utha Naam Bana has been consistently bringing to life, authentic stories of real-life heroes through its Risk Takers of India platform; the most recent one being the hugely successful 2018 campaign featuring mountaineer Arjun Vajpai.
The 2019 campaign too will bring alive stories of motor sporting risk takers like Aishwarya Pissay and Yuvraj Singh. It will also be supported by a scale surround program across digital, outdoor, on-ground etc. that will go deep into the heartland markets.
About Gerrari Offroaders
Members of the Gerrari Offroaders namely, Gurmeet and Kirpal were the first ever Indians to win the Rain Forest Challenge (RFC) in Malaysia in 2016. Gurmeet and Kabir won RFC India in 2017.
RFC is widely known as a sports/adventure tourism event, first launched in Malaysia on 23 Nov 1997 and since then it has attracted participants and media from around the world. The event is an extreme off-road motorsport competition that tests the contestants' driving and vehicle recovery skills, team spirit along with their physical and mental strength under extreme off-road conditions.
About PepsiCo India:
- Chief Creative Officer: Senthil Kumar
- Managing Partner: Varun Channa
- Snr VP & Business Head: Ritu Nakra
- VP & Executive Creative Director: Nakul Sharma & Tirtha Ghosh
- National Planning Head: Mythili Chandrasekhar
- AVP & Strategic Planning Director: Arnab Datta Chaudhuri
- Production House: Firecracker
- Producer: Harsh Dave, Meeta Dave
- Director: Jim Weedon
- Music: Dhruv Ghanekar
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.
PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com