This Independence Day, Mountain Dew Salutes India’s Resilient Spirit With a Timeless Anthem by Sukhwinder Singh
News Desk, News Nation 360: Mountain Dew is all set to salute India’s resilient spirit this Independence Day with a rendition of the timeless anthem of patriotism, Yeh Desh Hai Veer Jawaano Ka from Saregama. Mountain Dew’s take on the powerful anthem has been composed by music producer/composer Ram Sampath, and features soul-stirring vocals from Bollywood singer Sukhwinder Singh. The lyrics of the rendition, written by renowned lyricist Swanand Kirkire, reiterate the brand philosophy of Darr Ke Aage Jeet Hai® and salutes the nation’s spirit of emerging victorious in the face of fear. Set to the lyrics, Yeh Desh Hai Veer Jawaano Ka, Albelo ka Mastano ka, Yahan Sadiyon Se Ye Reet Hai Ji, Har Darr Ke Aage Jeet Hai Ji, the video features stills of some of independent India’s most defining moments be it the 1983 cricket world
cup, the launch of the homegrown Mangalyaan, A.R Rahman’s Oscar win or the bravado of the real heroes facing the current times - all of which are testimony to the resilience of India and a reminder on how we will be victorious again and come out of the challenging times we are facing today. Singer Sukhwinder Singh told he is happy to associate with Mountain Dew for this special anthem on Independence Day. People are looking for strength and inspiration at this time and a classic from Saregama like Yeh Desh Hai Veer Jawaano Ka along with brilliant composition by Ram Sampath, with a twist is sure to give people the strength to move forward and overcome their fears. He is thrilled to be lending his voice for this energetic track, Darr Ke Aage Jeet Hai. Naseeb Puri, Director, Mountain Dew & Energy, PepsiCo India, told this Independence Day, they salute this very spirit of being courageous and overcoming fear, a philosophy that Mountain Dew has always stood for. The Darr Ke Aage Jeet Hai anthem is the ode to the spirit of 1.38 billion Indians and they are delighted to have partners such as Saregama, Sukhwinder Singh, Ram Sampath, Wunderman Thompson and Swanand Kirkire on board to help them take their message across the country. The lyrics of the anthem aim to inspire the nation and ignite the self-belief that they will emerge victorious from these trying times. Harsh Maheshwari, Executive Creative Director, Wunderman Thompson told now more than ever India’s legendary legacy of winning against all odds can inspire them and lift their spirits. That was the idea to create an anthem that reminds us all – Darr Ke Aage Jeet Thi, Darr Ke Aage Jeet Hai. The anthem will be released through a 360-degree marketing campaign spanning television, digital, music platforms and social media.
Report : Anustup Kundu