How Mountain Dew Used Hrithik Roshan & Salman Khan’s Daredevil Persona

Mountain Dew has built its name on the idea of courage and thrill. This page looks at how the brand teamed up with Bollywood stars Hrithik Roshan and Salman Khan to bring that fearless image alive. From bold ads to action-packed campaigns, Mountain Dew has used their daredevil style to connect with people.

Mountain Dew has always stood out in India’s soft drink market. While most brands spoke about refreshment or fun, Mountain Dew focused on courage. Its tagline, Darr Ke Aage Jeet Hai (Victory lies beyond fear), gave it a unique space.

But a message needs faces to bring it alive. That is where Hrithik Roshan and Salman Khan came in. Both actors are known for action roles, daring stunts, and strong screen presence. Together, they helped Mountain Dew create campaigns that connected with youth across India.

Salman Khan and Mass Appeal

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In 2011, Mountain Dew took a big step by bringing Salman Khan on board for its campaign “Darr Ke Aage Jeet Hai” (Victory Lies Beyond Fear). This was the first time the brand chose a national ambassador, and Salman was the perfect choice. Known for his tough image, action-packed roles, and massive fan following, he gave Mountain Dew both star power and mass appeal.

• The 2011 Campaign

One of the most memorable ads from this campaign featured Salman in New Zealand, performing wingsuit flying. This extreme adventure sport involves gliding through the air with a special suit, and it matched the brand’s spirit of thrill and courage. The ad showed Salman taking on a daring challenge and coming out on top, making the message of “victory beyond fear” feel larger than life.

The entire campaign was packed with action and adrenaline. From the visuals to the stunts, everything was designed to highlight adventure and fearlessness. This was not just about selling a drink but about building an image that connected with people who loved excitement and risk-taking.

• Why Salman Worked for Mountain Dew

PepsiCo India officially announced Salman Khan as Mountain Dew’s brand ambassador in December 2010, and the ads hit TV screens in early 2011. The timing was right because Salman was at the peak of his popularity with blockbuster films like Dabangg behind him. His fearless, action-hero image matched perfectly with Mountain Dew’s adventurous identity.

For the brand, Salman brought unmatched reach. His fan base covered not only urban cities but also small towns and rural areas, helping Mountain Dew strengthen its connection across India. By choosing Salman, the brand made sure its message of courage was not just aspirational but also relatable to millions of everyday people who saw him as their hero.

Hrithik Roshan and the Image of Fearlessness

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Hrithik Roshan teamed up with Mountain Dew in 2013. He was a natural choice because people know him for his fitness, sharp style, and action-packed films.

• Early campaigns (2013 onwards):

In the beginning, Hrithik’s ads were all about thrill and daring stunts. With the tagline ‘Darr Ke Aage Jeet Hai’ (Victory Beyond Fear), the focus was on beating physical risks. One of the first ads showed him riding a motorbike off a cliff, playing the fearless hero who never hesitates in the face of danger. These ads clicked with young, urban fans who admired his cool and adventurous image.

• A personal side to courage (2020s):

As the years went by, the message changed. The brand started showing courage in a more personal way. In a 2020 ad, Hrithik was seen pausing before a stunt, unsure if he could actually do it. This showed that even someone like him feels fear, making his courage feel real and relatable. It told people that courage is not the absence of fear but the choice to move past it.

• Courage with a purpose (2024):

More recently, Mountain Dew gave courage a larger meaning. It was no longer just about winning for yourself but also about using bravery to help others. In a March 2024 ad, Hrithik risked his life during a tornado to save a friend trapped under a car. This showed courage rooted in friendship and care, not just personal victory.

• Why the partnership works

This long association between Hrithik and Mountain Dew has been effective for many reasons.

1. Shared values: Hrithik’s real-life image as a fit and disciplined actor, along with his on-screen action roles, makes him the right face for a brand built on courage.

2. Fresh storytelling: The brand has kept the campaigns interesting by moving from daring stunts to themes of doubt, friendship, and unity. This change has helped the message stay relevant for different audiences.

3. Consistency and trust: For more than ten years, Hrithik has been tied to Mountain Dew. His presence has made the tagline ‘Darr Ke Aage Jeet Hai’ stronger and more believable, giving the brand long-term trust and authenticity.

Hrithik Roshan and Salman Khan Together

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In February 2025, Mountain Dew brought together both its stars for the first time. The two Bollywood superstars, Hrithik and Salman, appeared side by side in a new TV commercial for the brand’s summer campaign.

• A new story of courage

The commercial shows Salman Khan and Hrithik Roshan joining forces to save a group of people trapped in a cable car accident high in the snowy mountains. The setting, with its dangerous cliffs and freezing weather, gave the ad a thrilling, cinematic look. Both stars take on the rescue together, proving that the brand’s message “Darr Ke Aage Jeet Hai” is not just about one person conquering fear but about the strength that comes when courage is shared.

• Teamwork at the core

Most of Mountain Dew’s earlier campaigns focused on a single hero taking on extreme challenges. This ad broke that pattern by showing two heroes working together. The story highlights that courage is not only about individual strength but also about partnership. The clear message was that fear loses power when people stand united and face challenges side by side.

• Big media push

The campaign was launched in February 2025 to align with the summer season, and it was rolled out on a large scale across multiple platforms. Each platform played a role in making the campaign visible everywhere.

1. Television: The highlight was a high-energy TV commercial showing Roshan and Khan in an edge-of-the-seat rescue.

2. Digital: The ad was pushed across online video platforms like YouTube and other digital channels.

3. Social Media: Both actors promoted the campaign on their own accounts, with clips and posts shared widely on Instagram and Facebook.

4. Outdoor: Large billboards and other outdoor ads were placed in busy spots to grab attention.

5. E-commerce and Quick-commerce: The campaign reminded people that Mountain Dew is available on shopping apps and instant delivery platforms, making it easy to buy online.

• Brand Impact and Campaign Success

The Mountain Dew campaign with Hrithik Roshan and Salman Khan in early 2025 was more than just a star-driven ad. It delivered strong results and helped the brand grow its presence.

1. Increased Consideration

One of the biggest wins was that more people started thinking about buying Mountain Dew after watching the ad. The campaign created a noticeable jump in brand consideration and intent to purchase. This meant that people who might not have chosen Mountain Dew before now saw it as a drink worth trying.

2. Improved Brand Image

The campaign also changed how people thought about the brand. Mountain Dew has always stood for adventure, courage, and bold choices. With this campaign, those associations became stronger. At the same time, the drink’s taste also stood out more in consumer feedback, making it clear that people were connecting both with the thrill of the brand and with the product itself.

3. Boosted Brand Awareness

Having both Hrithik and Salman in one campaign gave Mountain Dew a massive advantage. It caught the attention of fans, media outlets, and even casual viewers who were surprised to see the two stars together. This helped the brand stay in conversations online and offline, boosting awareness beyond just the TV ad.

4. Strategic Timing

The release of the campaign was also well planned. It launched just before the peak summer season, when soft drink sales are at their highest. On top of that, it tied in with the Indian Premier League, one of the biggest sporting events in the country. With millions of people following IPL, the campaign got maximum visibility and connected with audiences at the right moment.

Conclusion

Mountain Dew’s partnership with Hrithik Roshan and Salman Khan shows how smart celebrity choices can shape a brand’s identity. By tying its message to faces that already stood for courage, Mountain Dew became more than a soft drink. It became a symbol of facing fear and winning.

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