Mirinda has unveiled its new brand positioning in India – ‘Bas ek Mirinda ki doori hai. Paagalpanti bhi zaroori hai’. The new communication emphasises on the need for a bit of crazy, infectious fun in today’s stressed, everyday lives. Tamil actress and brand ambassador Asin unveiled the new communication for the brand.
Commenting on the initiative, Jyotsna Gadi, Executive Vice-President-Flavours, PepsiCo India, explained, “As we grow older, we become more constrained by societal norms and correct behaviour. But each one of us longs to be spontaneous, unrestrained and carefree. Mirinda’s great orangey taste, sparkling bubbles, and bold, expressive colour celebrate the need for some crazy, infectious fun that lifts our spirits and brings momentary release from our stressed lives.”
The new positioning would be supported by a multi-media campaign encompassing television, outdoor, print and modern trade in metros and towns across the country. Mirinda will amplify the new idea through a series of TV commercials that also feature Asin. The campaign will break in the second week of May. For the first time, the brand will launch all its four television commercials in close succession to build on the new positioning. Acclaimed artistes such as Zohra Sehgal and Sharad Saxena are also part of the commercials. All the commercials have been shot in Mumbai and are directed by Rajesh Saathi of Keroscene Films. Surjo Dutt is the creative brain behind the film from JWT Delhi.
Sanjay Tandon, VP, JWT Delhi, said, “The concept behind the repositioning is – life is full of certain restraints, it’s important to have a little bit of insanity in your life to have fun. For brand Mirinda, we moved from a product-oriented communication to a taste that helps you break free. We have anchored the brand in a strong emotional connection.”