Mountain Dew elevates Sherpa stories in ‘Peaks of Courage’ film

New Delhi: Mountain Dew has launched 'Peaks of Courage' in Nepal, a new initiative featuring the untold stories of Nepal’s mountaineering legacy.

The initiative was powered by the Nepal Tourism Board (NTB) and amplified globally by the Discovery Channel.

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

'Peaks of Courage' is aimed at inspiring 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 plans to create real, sustainable opportunities for Sherpas, climbing guides, and local travel communities.

As part of the initiative, the brand has unveiled a campaign film set against Nepal’s landscapes. The film follows a 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, CMO– 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."

Vishal Singh Thakur, Country Head, Varun Beverages Nepal, 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." 

Deepak Raj Joshi, CEO, 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.”

“For most mountaineers, Mt Everest is the peak challenge. But as we delved into the terrains of Nepal, we realised that it is actually only one of the many challenging routes Nepal has to offer. 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 campaign film: