Rupa Innerwear scales the Mt. Everest...

To celebrate their 50th Anniversary, Rupa Innerwear took on a unique brand exercise. It held its flag right on the summit of the world’s highest peak – Mount Everest. The brand’s activity coincides with another historical milestone – the 100th birth anniversary of Sir Edmund Hillary, the first man to ever climb to the summit of Mount Everest along with Tenzing Norgay.

Rupa tied up with a mountaineering group that undertakes treks to the Mt. Everest as a part of the marketing effort. This is not the first time a brand has undertaken a ‘mountainous task.’ Earlier this year, Domino’s Pizza celebrated Republic Day with the Indian Army troops in the Siachen Glacier. They delivered 4000 pizzas to the soldiers who were deployed on the forward posts, nearly 20,000 ft. above sea level.

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However, the managing editor of Bloomberg Quint pointed out that this could be a case of the over-commercialisation of the Mt. Everest...

This isn’t the first time the issue of over-crowding at the Mt. Everest has come up.