Mountain Dew has launched Mountain Dew Adda Stories, a new storytelling platform that celebrates friendship, courage and adventure through anime-inspired narratives. The campaign debuts with its first film, alongside a contest featuring brand ambassador Hrithik Roshan, who challenges viewers to spot hidden Mountain Dew 'MD' marks throughout the film for a chance to meet him.
The initiative reimagines the brand's long-running 'Darr Ke Aage Jeet Hai' philosophy for a younger audience by shifting the focus from the adventure itself to the moments that spark it—friends gathering at an adda, spontaneous conversations and the bold ideas that turn into memorable experiences.
The first film follows a group of friends recounting a daring cave expedition that begins with a conversation at a Mountain Dew Adda. As the story unfolds, it transitions from live action into handcrafted, anime-inspired animation—created without the use of AI—before returning to the adda, where every adventure becomes a story worth retelling. The visual style draws from the growing popularity of anime, gaming and digital storytelling among young audiences.
Adding an interactive element to the campaign, Roshan appears in a contest film inviting viewers to closely watch the story and identify hidden Mountain Dew 'MD' marks placed throughout the film. Those who correctly spot all the marks stand a chance to meet the actor.
Commenting on the launch, Akankshaa Dalal, Category Head, Mountain Dew®, PepsiCo India, said, "Mountain Dew has always celebrated the spirit of courage and the belief that 'Darr Ke Aage Jeet Hai.' With Mountain Dew Adda Stories, we are refreshing the way this philosophy comes alive for today's youth. The campaign moves the spotlight to friendships, genuine conversations and the everyday spaces where daring ideas are born. By blending authentic stories with handcrafted animated visuals, we are creating a storytelling platform that is culturally relevant, entertaining and true to the fearless spirit of Mountain Dew."
Speaking on the campaign and contest, Hrithik Roshan, Brand Ambassador, Mountain Dew India, said, "Mountain Dew's new campaign weaves digital storytelling and real-world community experiences through the Mountain Dew Adda Stories. The initiative aims to foster the spirit of friendship while engaging viewers with a challenge resonating with the 'Darr Ke Aage Jeet Hai' motto. I'm looking forward to this movement coming alive and interacting with the winners."
Vikram Pandey, Chief Creative Officer, Leo, South Asia, added, "Every time you face fear, you walk away with a legendary story. That's the vibe of Mountain Dew Adda, a space where friends link up to hype each other's wildest adventures. By blending live action with stylized animation, we've created a visual format that feels just as epic and larger-than-life as the stories themselves."
With Mountain Dew Adda Stories, the brand positions the adda as the starting point of adventure, where friendships fuel courage and everyday conversations become stories worth sharing. The platform combines live action, handcrafted animation and audience participation to create a digital-first storytelling experience aimed at India's youth.
