Rupa Innerwear scales the Mt. Everest...

To celebrate the 50th anniversary of the organisation, mountaineers scaled Mt. Everest on Rupa’s behalf...

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.

ALSO READ: Domino's delivers 4,000 pizzas to Siachen Glacier

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

Peak Innerwear?

Rupa & Company press note says on their 50th anniversary they made it to Mount Everest in first ever such brand exercise. pic.twitter.com/zx9Ld8AxSH

— menaka doshi (@menakadoshi) July 24, 2019

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

Jam at the highest point in the world. That's too hard to digest! #BaatHajamNahiHui pic.twitter.com/1gpsInj0oN

— DaburHajmola (@DaburHajmola) May 29, 2019