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<ul><li>In <keyword id="571306" type="General" weightage="100" keywordseo="mountain-dew" source="Orion">Mountain Dew</keyword>'s latest edition of <keyword id="5631020" type="General" weightage="20" keywordseo="Darr-ke-aage-jeet-hai" source="Orion">Darr ke aage jeet hai</keyword>, <keyword id="6354563" type="General" weightage="20" keywordseo="hrithik-roshan" source="Orion">Hrithik Roshan</keyword> is seen speeding down <keyword id="92239" type="General" weightage="80" keywordseo="burj-khalifa" source="Orion">Burj Khalifa</keyword> on a bike.</li><li> The TVC is a reiteration of Mountain Dew’s belief that in the face of any challenge there are 2 choices; either succumb to fear &amp; turn back or overcome the fear &amp; move ahead – it is this choice that sets the real heroes apart from the rest.</li></ul>Mountain Dew is back with its latest Darr ke aage jeet hai campaign. The beverage brand has unveiled its new power packed TVC today featuring Bollywood superstar and brand ambassador Hrithik Roshan. Taking the excitement up a notch, the film has been shot on the top of the world’s tallest building – Emaar’s Burj Khalifa in Dubai. The TVC is a reiteration of Mountain Dew’s belief that in the face of any challenge there are 2 choices; either succumb to fear &amp; turn back or overcome the fear &amp; move ahead – it is this choice that sets the real heroes apart from the rest. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Based on the life insight of ‘Darr Ke Aage Jeet Hai’ the film opens to a birds-eye view shot from the top of the Burj Khalifa where Hrithik gears up to perform a daring stunt in front of a huge audience while representing India in making a world record. The film captures both the dilemma &amp; the determination of Hrithik Roshan as he evaluates the choice in front of him. Hrithik takes a ‘himmat ka ghoonth’ (sip of Mountain Dew), a resolute look crosses his face as he plunges off from the edge of Burj Khalifa on his bike defying all odds. Speeding down from his bike from Burj Khalifa on a slim runway, Hrithik leaves the audience on-ground gasping with disbelief and fear as he falters and skids mid-way. However, with an unwavering spirit, Hrithik successfully makes his way to the end of the runway and emerges as a winner as audience applaud him for this jaw-dropping action. Speaking about his experience of shooting the TVC, brand ambassador Hrithik Roshan said, “Mountain Dew’s philosophy of “Darr Ke Aage Jeet Hai” is in line with my belief that no matter who you are or where you are from, it is an individual’s courage in the face of fear that makes him/her a real hero. It was a thrilling experience to shoot this TVC on Burj Khalifa and I am confident that this adventurous film will resonate strongly with my viewers. With this campaign, we are striving to reach new heights – quite literally and hope to inspire the youth to uphold their confidence and face their fears head on.” <keyword id="193324" type="General" weightage="20" keywordseo="vineet-sharma" source="Orion">Vineet Sharma</keyword>, Category Director- Mountain Dew &amp; Sting, PepsiCo India said, “Mountain Dew has always saluted the spirit of risk taking and pushing boundaries to achieve success beyond fear &amp; self-doubt. This year, the brand reiterates that real heroes are those who face challenges head-on and emerge as winners. We are confident that the ‘Darr Se Daroge Toh Kuch Bada Kaise Karoge’ narrative in our new campaign will strike a chord with the consumers and the action-packed sequence featuring Hrithik on top of the world’s tallest building – Burj Khalifa will reinstate our ‘Darr Ke Aage Jeet Hai’ philosophy.” The Mountain Dew TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. Mountain Dew is available in single/multi serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms.

When Mountain Dew's latest Darr Ke Aage Jeet Hai campaign made Hrithik Roshan speed down Burj Khalifa on a bike

<keyword id="46425" type="PERSON" weightage="20" keywordseo="Anand-Mahindra">Anand Mahindra</keyword>, the chairman of the homegrown auto group <keyword id="6357096" type="UNKNOWN" weightage="20" keywordseo="Mahindra-Mahindra">Mahindra &amp; Mahindra</keyword>, on Wednesday admitted that entering the commuter bike segment more than a decade ago was a failure on the part of the group. The group entered two-wheelers after buying out Kinetic Motors in July 2008 and relaunched the 'Freedom' bikes under the label of 'Mojo' but has not been able to make a mark in the vastly entry-model driven two-wheeler space in the country even after a decade. The market is dominated by Hero Motorcorp and Japanese major Honda which together control close to two-thirds of the over 21-million units per annum market. Of this, Mahindra sold a paltry 4,004 units in FY19, down 73 percent from FY18. The only player in an over a dozen OEM market behind Mahindra is Kawasaki Motor which sold 3,115 units in the year, according to Siam data. In the year to March 2019, according to the Saim data, the domestic two-wheeler domestic market stood at 21.2 million units, up 4.86 percent from FY18. Terming failure as "capital", just like financial and human capital, Mahindra said the learning from the commuter bike episode, which was a "product failure" led to the learning and entry into the premium two-wheeler segment where he claimed the group has been successful. Mahindra said they entered the two-wheeler market with the confidence to "win", on the back of having a strong understanding of the ecosystem, distribution, R&amp;D and also brand positioning. "We knew our dream well and we had the right things, but how to win is where we went wrong. We should have never gone to the commuter bike side," Mahindra said, speaking at an event organised by British carrier Virgin Atlantic on looking at 'business as an adventure'. Sharing the stage with the Virgin group founder Richard Brandson, Mahindra said they brought the premium Java brand to the country a year-ago and seemed to suggest that it has been a success, stating that there continues to be a five-month wait for the cult bikes. He also said they will soon be launching the BSA bikes, which was acquired earlier. Meanwhile, amid widespread slowdown in the auto sector, Mahindra claimed that "the most optimistic" people in his group today are those in the auto and farm equipment segments, as they expect sunny days to come back from April. "...the most optimistic people in our group today are our automotive people. They've seen a good close in calendar year and they are hopeful of next year," he said, adding new emission norms from April will be the biggest demand driver for the company. Similarly, in the farm equipment sector, Mahindra said the reservoir levels are good, winter crop harvest will be bountiful and hence, it expects a pick up in the tractor sales from April. "Ironically, the two areas (auto and farm) where people think there is doom, but our people are beginning to smile again," he said, adding October sales were good on the back of festive demand. However, the official numbers shared by the company for November 2019 are different with Mahindra's volumes falling over 9 percent at 41,235 units. Of this, commercial vehicles sales were down 12 percent at 17,384 units, PV sales fell 10 percent to 14,637 units and farm equipment volume plunged to 20,414 units from 25,159 units in November 2018. Asked about the economy, where growth has slipped to a six-year low and pessimistic headlines galore, Mahindra advised everyone to have faith in their inner selves. "Failure is hard to swallow. You have to go inside, and begin investing again. 'dar ke aage jeet hai', beyond the fear lies victory. That is just not a slogan. If we really go inside internally, and we as a nation have a great tradition to understand how to go inside, we find strength," he said. He declined to answer specific questions on industry doyen Rahul Bajaj's comments on fear among corporate leaders, and also one on his opinion of bankers. Mahindra said an entrepreneur has to take risks and termed the same as "fun", and that time has come for us to look beyond bottom-lines and into multi-stakeholder capitalism. AA BEN BEN

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When Mountain Dew's latest Darr Ke Aage Jeet Hai campaign made Hrithik Roshan speed down Burj Khalifa on a bike

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India's SUV King Anand Mahindra admits M&M made a big mistake

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