Mountain Dew reinstates ‘Bhoyer Porei Joy’ in new campaign with Hrithik Roshan

Beverage brand Mountain Dew, a subsidiary of PepsiCo, unveiled its new power-packed television commercial (TVC) yesterday featuring Bollywood superstar and brand ambassador Hrithik Roshan.

Taking the excitement up a notch, the TVC has been shot on the top of the world's tallest building – Emaar's Burj Khalifa in Dubai, the United Arab Emirates, a press release said.

The TVC is a reiteration of Mountain Dew's belief that there are two choices in the face of any challenge: either succumb to fear and turn back or overcome the fear and move ahead. – It is this choice that sets real heroes apart from the rest.

Based on the powerful life insight of "Bhoyer Porei Joy" 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 making a world record.

The film captures both the dilemma and determination of Hrithik Roshan as he evaluates the choice in front of him.

Hrithik takes a sip of Mountain Dew and then a resolute look crosses his face as he plunges off from the edge of Burj Khalifa on his bike, defying all odds. "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," said Hrithik.

"We are confident that consumers across Bangladesh will be thrilled to see the action-packed sequence featuring Hrithik on top of the world's tallest building and that the belief of 'Bhoyer Porei Joy' will resonate strongly with them," said Naseeb Puri, senior marketing director for Bangladesh Region at PepsiCo.