KATHMANDU, NEPAL – Mountain Dew is rewriting the playbook on high altitude adventure with Peaks of Courage, a trailblazing collaboration with the Nepal Tourism Board and Discovery Channel that spotlights the untold, adrenaline charged stories of Nepal’s lesser known peaks.
With a legacy built on boldness, Mountain Dew goes beyond Everest to reveal a raw, unfiltered Nepal which is home to some of the world’s most formidable and unscaled summits. Peaks of Courage is designed to inspire a new generation of Nepalese youth.
Anchored in storytelling that scales new heights (literally), the brand’s campaign film captures the spirit of discovery through the eyes of a seasoned Sherpa and an international climber. Their journey cuts through clouds and clichés, revealing that the real summit isn’t just the peak – it’s the courage you uncover on the way up.
Tarun Bhagat, Chief Marketing Officer – South Asia, PepsiCo India, added “While Mt. Everest has long captured the interest of climbers globally, Nepal’s mountaineering story goes far beyond a single summit. Countless peaks remain underexplored, and so do the stories of the courageous climbers who scale them. With ‘Peaks of Courage’, Mountain Dew has set out to change that, using our platform to spotlight Nepal’s lesser-known summits and the fearless spirit behind them. 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.”
Adding to the launch, Vishal Singh Thakur, Country Head, Varun Beverages Nepal Pvt. Ltd. said:
“With ‘Peaks of Courage’, Mountain Dew spotlights the rich mountaineering terrain of Nepal and taps into the deep-rooted spirit of adventure that defines our country. 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 ground with this initiative.”
Mr. 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. Each Mountain Dew pack features a QR code that unlocks an interactive digital hub – mdpeaksofcourage.com – offering exclusive insights into Nepal’s 8K, 7K, and 6K peaks, detailed route plans, difficulty levels, real-time conditions, and invaluable Sherpa wisdom. It’s a global platform where adventure-seekers can learn, plan, and prepare for their next big climb. As NTB, our endeavour is to invite the world to have #LifetimeExperiences in our country, and this ties in seamlessly with our strategic vision.”
