Earlier this year, Mirinda lent its voice to a cause that matters a lot to Indian teenagers—exam pressure. Keeping this in mind, Mirinda launched the ‘No More Pressurepanti, Only Pagalpanti’ campaign in February this year. The campaign kicked off with a moving digital film featuring real letters written and read by teenagers to their parents.
With an aim to continue conversations around the same and to urge more people to pay attention to this issue, Mirinda has introduced a set of 11 million bottles, where the labels of each will feature an open letter written by teenagers across the country. Four hundred letters were received from teenagers, which expressed what they go through during exams and the parental expectations that add to the pressure.The labels also carry a number for people to call and pledge their support to the cause. In addition, the bottle caps will also have the message #ReleaseThePressure stamped on them.
Speaking about the new packaging, GauravVerma, Associate Director, Flavours Marketing, PepsiCo India, says, “At PepsiCo, our aim is to drive purpose and positive behavior change through our brands, and we are humbled by the encouraging response to Mirinda’s #ReleaseThePressure digital film. We understand that the bottle is the first moment of closest interaction that consumers have with us, and this packaging innovation reinforces our message to ‘Release the Pressure’. We are confident that these open letters will help spread the message that a break amidst the stress can go a long way.”
An excerpt from one of the letters:
“Dear Mom and Dad,
Thank you for the things you guys did for me, but sometimes your behavior hurts me a lot. I know that you care for me and want that I have a great future so in life I do not have any problems. I try my best to gain better marks so please stop comparing me to didi.”
Over 15 lakh people have signed the pledge to #ReleaseThePressure on Mirinda’s microsite. In addition, Mirinda’s 360-degree rollout plan also includes on ground activation and a robust TV, radio, and print campaign, which are already underway.
Creative Agency: BBDO
. Chairman and Chief Creative Officer: Josy Paul
· Sr. Executive Creative Director: Ritu Sharda
· Sr. Creative Director: AnunayRai
· Sr. Art Director: Natasha Mehra
Group Head Copy: Gaurangi Mathur
· Junior Copywriter: Aakancha
· Junior Art Director: Shubham Minocha
Production House: Rising Sun Films
· Director: Shoojit Sircar
· Producer: Ronnie Lahiri & Supriya Macwan
· DOP: Avik Mukhopadhayay