Kathmandu, May 16
Mountain Dew has unveiled a new cultural campaign titled “Peaks of Courage” in Nepal, celebrating the country’s spirit of adventure and its lesser-known mountaineering triumphs beyond Everest.
Supported by the Nepal Tourism Board and amplified globally by the Discovery Channel, the initiative seeks to shift the global narrative from a singular focus on Mt. Everest to the many uncharted yet equally formidable peaks across the nation.
“Countless peaks remain underexplored, and so do the stories of the courageous climbers who scale them,” said Tarun Bhagat, Chief Marketing Officer – South Asia, PepsiCo India. “With ‘Peaks of Courage’, Mountain Dew aims to inspire a new generation of Nepalese youth by reclaiming pride in their mountaineering heritage.”
The campaign combines immersive storytelling with on-ground experiences and digital engagement. Each Mountain Dew bottle features a QR code that leads users to an interactive hub — mdpeaksofcourage.com — offering detailed insights into Nepal’s 6,000 to 8,000-meter peaks, route plans, real-time conditions, and Sherpa expertise.
“This campaign taps into the deep-rooted spirit of adventure that defines our country,” said Vishal Singh Thakur, Country Head, Varun Beverages Nepal.
The initiative also introduces a unique “Dare Score”, developed by Leo South Asia, which ranks each peak’s difficulty using data on weather, terrain, and logistical challenges.
“This is not just a film; it is a platform to inspire bold ascents and spotlight unsung heroes of Nepal’s climbing community,” said Deepak Raj Joshi, CEO of the Nepal Tourism Board.
Through this bold initiative, Mountain Dew hopes to encourage adventurers to push beyond the familiar — and discover the many peaks of courage that lie across Nepal.
