Mirinda expands its extent of ‘Pagalpanti’

Mirinda has launched two new flavours, which is supported by a robust 360-degree campaign & a consumer engagement programme – Taste Twister Challenge

e4m by exchange4media Staff
Updated: Feb 8, 2012 12:45 PM
Mirinda expands its extent of ‘Pagalpanti’

PepsiCo’s orange soft drink Mirinda has launched two new flavours. Along with its original orange taste, Mirinda has introduced two limited edition Orangey options – Orange Mango and Orange Masala.

The launch is supported by a robust 360-degree campaign, including outdoor, online and an innovative consumer engagement programme, called the Taste Twister Challenge. Each of three Mirinda flavours has a unique Taste Twister that describes the fun and tasty experience of drinking them. Consumers can call or SMS at 8800033333 to choose their Taste Twister and recite it repeatedly in one breath for as long as possible; longer the recording, greater are the chances of winning prizes, including 10 MP3 players and one tablet PC every day.

A new TVC has been created that features brand ambassador Asin indulging in some fun, taking forward Mirinda’s ‘Pagalpanti Bhi Zaroori Hai’ mantra. Directed by Raju Hirani of ‘Munnabhai’ series and ‘3 Idiots’ fame, the ad film is set in a college where everyone on the campus is going breathless to highlight the unputdownable taste of Mirinda. The main film is supported by a shorter one that sees Asin going breathless in three different avatars, inspired by the three Mirinda flavours.

Speaking about the launch, Ruchira Jaitly, Executive Vice President - Marketing, Beverages (Flavours), PepsiCo India, said, “Mirinda has always stood for great bold taste that unleashes ‘pagalpanti’. Taking the promise forward, we are multiplying the excitement further by innovating with products that appeal to the Indian palette.”

She further said, “This innovation is the biggest initiative on brand Mirinda in recent times and we are confident of great consumer response. We hope to dial up consumption frequency and penetration for the brand on back of exciting flavours and local palette familiarity.”

Speaking about the campaign, Swati Bhattacharya, National Creative Director, JWT, said, “We had this wonderful innovation that was the perfect platform to talk about the great taste of Mirinda in a fun manner. Through the unique concept of infectious breathlessness, the campaign effectively conveys Mirinda’s unputdownable taste message. It is a fun campaign that goes beyond the TVC as it involves the consumers in the ‘pagalpanti’ through the Taste Twister Challenge.”

Brand and design consultancy Ray+Keshavan partnered with PepsiCo to design the disruptive full sleeve packaging that captures the taste and fun experience of drinking Mirinda. The design of the new variants is inspired by the essence of the Mirinda mother-brand, which is youthful, simple, innocent, fun and playful. Fun bubbles have been used to evoke the emotions associated with the taste of these delicious flavours.

Campaign Credit:

Creative Agency: JWT
Executive Business Director: Saurabh Saksena
National Creative Director: Swati Bhattacharya
Director for the film: Raju Hirani
Production House: Canvas Films
Design House: Ray+Keshavan
Media Planning: Mindshare

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