Hrithik Roshan & Mountain Dew Ice redefine ‘Unboxing’ in latest campaign

Mountain Dew Hrithik Roshan

Hrithik Roshan gives the traditional concept of ‘unboxing’ an icy twist on his Instagram handle to unveil the bottle of newly launched Mountain Dew Ice.

Hrithik Roshan, who is also the brand ambassador for Mountain Dew Ice™ gave a new twist to traditional social media ‘unboxing’ videos today.  The video shows Hrithik gearing up for an unusual unboxing – a life-size ice block is placed in front of him. Within seconds, he breaks the ice block, ultimately unveiling a bottle of the newly launched Mountain Dew Ice™. 

Speaking about the video, Hrithik Roshan said, “The best actions, reactions, and decisions are made with a ‘thanda dimaag‘. So, while Mountain Dew as a brand pushes you to face fears, this new line of products is all about facing your fears responsibly. It is a perfect time, with the onset of summer to introduce the new Mountain Dew Ice with a cool new philosophy extension.”

Also Read: Mountain Dew Ice’s debut campaign builds an aspiring extension to the Dew philosophy

Hrithik’s unique ‘unboxing’ post has received over 1.6 Million views and 3000 comments within a span of 2 days.

Hrithik Roshan also recently unveiled the first-ever TV campaign of the new Mountain Dew Ice, the refreshing, lemon juice-based fizzy beverage offering by PepsiCo India. The ‘Made for India’ Mountain Dew Ice™  developed to suit the Indian palate was launched earlier this year and is a significant milestone in PepsiCo India’s journey of innovation in the beverage category.

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