Mountain Dew celebrates Nepal’s mountaineering legacy in new ad, ET BrandEquity

Highlights

• Mountain Dew has launched the ‘Peaks of Courage’ initiative in Nepal, celebrating the spirit of adventure and the country’s mountaineering legacy beyond Mount Everest.
• The campaign, supported by the Nepal Tourism Board, aims to inspire Nepalese youth and create sustainable opportunities for local climbing guides and Sherpas through immersive digital storytelling.
• A unique ‘Dare Score’ has been developed to provide adventure enthusiasts with a roadmap to explore Nepal’s lesser-known peaks, enhancing their climbing experience and challenging their fears.

A still from an adMountain Dew, PepsiCo’s beverage brand, has launched ‘Peaks of Courage’ in Nepal — a cultural movement celebrating the spirit of adventure, courag, and untold stories of Nepal’s mountaineering legacy.

Powered by the Nepal Tourism Board (NTB) and amplified globally by Discovery Channel, the initiative shines a light on Nepal’s lesser-known but formidable peaks — expanding the country’s global identity beyond Everest.

The campaign was launched from the top of some of the toughest 8K peaks by global mountaineers and sherpas.

‘Peaks of Courage’ challenges that narrative — anchored in the bold truth that Nepal is not just home to Everest – It is the land of the world’s most formidable, and daring climbs.

‘Peaks of Courage’ is designed to inspire a new generation of Nepalese youth — reclaiming pride in their mountaineering heritage and redefining adventure as a vital part of their identity.

With support from the Nepal Tourism Board, the initiative creates real, sustainable opportunities for Sherpas, climbing guides, and local travel communities — turning adventure into year-round economic impact.

To bring the initiative to life, the brand has unveiled a campaign film set against Nepal’s landscapes. The film follows a seasoned Sherpa and an international climber, revealing that the true spirit of climbing isn’t just about reaching a summit — it’s about seeking what lies beyond it.

Tarun Bhagat, chief marketing officer – South Asia, PepsiCo India, added, “This campaign brings together technology, storytelling, and cultural insight to offer a new lens on adventure; one that celebrates the depth of Nepal’s legacy and dares the world to look beyond the obvious.”

Vishal Singh Thakur, country head, Varun Beverages Nepal said, “The campaign is about celebrating local pride while inviting the audience to see Nepal through a new, more daring lens. We’re looking at real impact on the ground with this initiative.”

Deepak Raj Joshi, chief executive officer, Nepal Tourism Board said, “The campaign goes far beyond just a film. It actively engages with the mountaineering community—including seasoned Sherpas, local climbing experts, and aspiring adventurers—through immersive digital storytelling and on-ground experiences.“

“We aggregated all the data around the scalable peaks of Nepal including the weather, the terrain, availability of sherpas, etc., and created a ‘Dare Score’ – an adventure score card for each route. We then packaged this information in an immersive experience – accessible by scanning the Mountain Dew bottle. In doing this, for the first time ever, we have given adventure enthusiasts a roadmap to discover uncharted territories of Nepal and, in-turn, challenge their own fears,” said Vikram Pandey, chief creative officer, Leo – South Asia.

Watch the video here:

• Published On May 14, 2025 at 05:00 PM IST

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