Mumbai witnessed a night of glamour, music, and celebration as Hell Energy Drink, one of the fastest-growing global energy drink brands, hosted the grand finale of its blockbuster consumer campaign, ‘Win With Hell’. The event, held at the iconic Crystal Room of The Taj Mahal Palace, brought together 38 contest winners and their guests for a one-of-a-kind brand experience alongside international actor and brand ambassador Michele Morrone.
The venue was transformed into an immersive red-themed space reflecting Hell’s bold identity, creating a dynamic backdrop for the celebration. Guests walked the red carpet, engaged with brand activations, and enjoyed an intimate evening that featured live entertainment and exclusive interactions with Morrone.
The highlight of the evening was a meet-and-greet with Morrone, who charmed fans with his presence. Sharing his excitement, he said: “Namaste, India! I am so excited to be here. I would like to thank the entire Hell Energy Drink family for creating this beautiful celebration. I cannot wait to join all the winners and drink some Hell with them. I am super excited to congratulate the winners. The energy here is unmatched, and celebrating with Hell Energy Drink and the winners of ‘Win With Hell’ has made this visit truly unforgettable. Yet again, Namaste!”
Entertainment for the night included a vibrant performance by indie band The Lost Fireflies, blending Bollywood and western influences. The event concluded with a high-octane music-and-dance finale that reflected the brand’s energetic ethos.
Speaking about the occasion, Unnikannan Gangadharan, Director, Hell-Energy Private Limited, said: “India is a key growth market for Hell Energy Drink, and the overwhelming response to Win With Hell proves the strong bond consumers here have with our brand. This celebration with our global brand ambassador Michele Morrone was curated as a once-in-a-lifetime experience – a reflection of our unstoppable identity.”
Launched in India in 2018, Hell Energy Drink has quickly risen to leadership in the energy drink (aluminium cans) segment by 2025. With four flavours, Classic, Apple, Watermelon, and Black Cherry – the brand offers variety and international quality at accessible prices. Its expansion in India mirrors its global success, now reaching over 60 countries.
‘Win With Hell’ has been the company’s biggest consumer initiative in India, rewarding participants with daily and weekly prizes such as iPhone 16s, sneakers, travel gear, and more. The Mumbai finale not only marked the culmination of the campaign but also reinforced the brand’s growing presence and consumer connect in India.
