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Mirinda lines up new campaign for summer

09-March-2005
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Mirinda lines up new campaign for summer

Mirinda, the flavoured drink from Pepsi's stable, has kicked off its initiatives for this summer with a new TV campaign, bringing a new spin to the Bollywood style gang wars.

Punita Lal, Executive Director (Marketing), Pepsi Foods, "Mirinda Orange has been a dominant leader in the flavour market due to its huge popularity among consumers. The Mirinda 'taste' has always been popular among consumers. The new Mirinda campaign stays within the same 'Best Taste' construct, but extends the story in a refreshing format."

Conceptualised by Pepsi's ad agency JWT and made by Rajesh Krishnan of 'Foot Candles,' the 40-second TVC depicts how the tempting taste of Mirinda causes the protagonists to just momentarily lose their intentions and throws a hilarious spin on the gang wars. The ad will hit all the television channels.

Consolidating its leadership position in Mumbai, Mirinda, recently unveiled two new limited edition flavours especially for consumers in the city. Mirinda Strawberry and Mirinda Apple are now available across the city in two pack sizes - 200-ml returnable glass bottles (RGB) and 600-ml PET at Rs 6/- and Rs 18/- respectively. The new flavours are being communicated to consumers through various mediums, including print ad, point-of-sale (POS) and other outdoor merchandise and radio.

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