Mountain Dew has unveiled “Peaks of Courage” in Nepal—a cultural initiative that celebrates the spirit of adventure, fearless determination, and the often-overlooked stories rooted in the nation’s rich mountaineering heritage. In collaboration with the Nepal Tourism Board and amplified by the Discovery Channel, the campaign sets out to shift global perspectives—spotlighting Nepal’s awe-inspiring but lesser-known peaks, and expanding the country’s climbing narrative far beyond Everest.
For decades, Nepal’s mountaineering identity has centered around a select few iconic summits. Peaks of Courage challenges that singular focus, showcasing Nepal as a land of untold conquests, daring ascents, and profound courage etched across some of the world’s most formidable mountains.
Through immersive storytelling, Mountain Dew invites both experienced climbers and aspiring adventurers to push beyond the familiar — and to find courage in Nepal’s uncharted heights.
“While Mt. Everest has long captured the interest of climbers globally, Nepal’s mountaineering story goes far beyond a single summit,” said Tarun Bhagat. 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,” Chief Marketing Officer – South Asia, PepsiCo India.
“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.”
Peaks of Courage’ is designed to inspire 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 creates real, sustainable opportunities for Sherpas, climbing guides, and local travel communities — turning adventure into year-round economic impact.
To bring the initiative to life, the brand has unveiled a campaign film set against Nepal’s breathtaking landscapes. The film follows a seasoned 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.
“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,” added Vishal Singh Thakur, Country Head, Varun Beverages Nepal.
“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.”
“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,” said Deepak Raj Joshi, Chief Executive Officer, Nepal Tourism Board.
“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 realized that it is actually only one of the many challenging routes Nepal has to offer,” said Vikram Pandey, Chief Creative Officer, Leo – South Asia.
“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.”
