Speaking about the association with the film, Alpana Titus, Category Marketing Director (Flavoured Carbonated Drinks), PepsiCo India Beverages said: "Zindagi Na Milegi Dobara is a philosophy that resonates strongly with the Mountain Dew proposition of ‘Darr Ke Aage Jeet Hai'. The idea of three friends daring each other to overcome their fears and to try something new, syncs with the brand thought. We were excited to present Dewoholics in Delhi with a chance to meet superstars like Hrithik, Abhay, Katrina, Farhan and Zoya and draw inspiration from them to overcome their fear and believe in the ‘Darr Ke Aage Jeet Hai' philosophy. We are also confident that the film will be a great success and wish the entire cast and crew the best."

Farhan Akhtar, actor and the film's producer, Excel Entertainment added: "Very rarely do you find a perfect fit between what a film is trying to say and the brand associated with it. Zindagi Na Milegi Dobara's collaboration with Mountain Dew is one such fine example. ‘Darr Ke Aage Jeet Hai' is a philosophy that the film's characters believe in and we are delighted to be associated with the brand as facing our fears is an integral part of the journey."

The innovation and integration was identified and executed by MATES, the Entertainment Unit of Madison World. "The key to the success of this association with Mountain Dew and Zindagi Na Milegi Dobara is the relevance between the content and the brand. The brand promise is personified and manifested into engaging content which will communicate the brand experience to the relevant audiences in a way that is better and more involving than traditional formats," said Darshana Bhalla, CEO, Madison Teamworks Fp & E Pvt. Ltd.