Mountain Dew Ice Unboxing

The new Mountain Dew Ice is a soft drink by PepsiCo India with Hrithik Roshan as the brand ambassador.

Brief

Purpose Studios was approached by Wunderman Thompson and PepsiCo to shoot the launch video for their new beverage Mountain Dew Ice in India.

Approach

The film was shot to look as if Hrithik Roshan himself was recording the video with a handheld camera to make it more genuine.

Execution
  • The one take approach made the video more raw and organic, increasing engagement with the audience.

  • Despite the Covid-19 restrictions and challenges, we filmed the video without compromising the quality of the content.

Impact
  • This film received well over 13 million views on YouTube and on Hrithik Roshan’s social media handles.

  • The unique execution of the ad also elicited curiosity in the audience, which contributed significantly to the success of the launch.