Mountain Dew's "Darr Nu Daraa 2.0" scores big with 70.6 Mn views

Mirato Media Solution has set new benchmarks with the success of Mountain Dew’s regional campaign, ‘Darr Nu Daraa 2.0’. This  powerful film, designed to celebrate the resilient and fearless Punjabi spirit, has resonated with  audiences far and wide, garnering 70.6 million views across platforms.

Watch the film here: 

Akankshaa Dalal, Associate Director Marketing, PepsiCo India, praised the agency’s role, stating,  “Mirato Media Solutions brought an authentic, fresh perspective to our campaign. Their innovative  approach, combined with a deep understanding of local culture, allowed us to connect with audiences on an emotional level. The scale and impact of the film have exceeded our expectations.” 

Karan Walia, Founder and CEO of Mirato Media Solutions, emphasised the agency’s commitment to delivering a meaningful and culturally resonant campaign. “Our objective was to create a story that  truly reflected the Punjabi spirit without resorting to clichés. The execution, from script to screen, was  key, and our team’s deep involvement from the inception of the idea ensured we could deliver on our  vision. This cohesiveness enabled us to achieve the scale and impact the film has now reached.” 

Commenting on the creative process behind the campaign, Mirato Media Solutions’ Creative  Director & Scriptwriter, Arshpreet Kaur Biji shared, “Crafting the script for ‘DarrNu Daraa 2.0’  required an intricate balance between staying true to the product's ethos andstriking the right emotional chord. From the very beginning of the ideation process, we knew the script had to connect  deeply with the Punjabi audience while ensuring it maintained thebrand's core message of conquering  fear. It wasn’t just about creating a story, but about embodying a mindset—understanding how  Punjabis perceive fear, which isn’t as an obstacle, but as something to be overcome with courage and  grit. We wanted to weave thiscultural insight into every layer of the campaign, from the tone of the  dialogue to the underlying message in the song. The lyrics were crafted to reflect the true Punjabi  spirit, where fear is not feared, but confronted head-on.”

From conceptualisation to on-ground execution and post-production, ‘Darr Nu Daraa 2.0’ showcases  Mirato Media Solutions' expertise in handling large-scale campaigns with precision. The film’ssuccess sets a new standard for regional advertising and demonstrates the impact that culturally nuanced content can achieve when done with passion and insight.