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  • SUB CATEGORY :
    INTEGRATED LOTUS
  • COMPANY ENTERING :
    BBDO INDIA, MUMBAI
  • TITLE :
    RELEASE THE PRESSURE
  • BRAND :
    MIRINDA
  • ADVERTISER :
    PEPSICO
  • AGENCY :
    BBDO INDIA, GURGAON
  • PRESIDENT :
    RAJESH SIKRORIA
  • EXECUTIVE VICE PRESIDENT :
    GIREESH GUPTA
  • VICE PRESIDENT PLANNING :
    NINAD SATPUTE
  • CHIEF EXECUTIVE OFFICER :
    AJAY JHALA
  • CHIEF CREATIVE OFFICER :
    JOSY PAUL
  • SENIOR EXECUTIVE CREATIVE DIRECTOR :
    RITU SHARDA
  • SENIOR CREATIVE DIRECTOR :
    ANUNAY RAI
  • GROUP HEAD - COPY :
    GAURANGI MATHUR
  • JUNIOR COPYWRITER :
    AAKANCHA
  • SENIOR ART DIRECTOR :
    NATASHA MEHRA
  • JUNIOR ART DIRECTOR :
    SHUBHAM MINOCHA
  • ACCOUNT DIRECTOR :
    PROTEEK DEY
  • ACCOUNT DIRECTOR PLANNING :
    RASHI JAIN
  • SENIOR ACCOUNT EXECUTIVE :
    RADHEYSHYAM KESHARI
  • AGENCY PRODUCER :
    K V KRISHNAM RAJU
  • FILM PRODUCTION COMPANY :
    RISING SUN FILMS, MUMBAI
  • DIRECTOR :
    SHOOJIT SIRCAR
  • MUSIC DIRECTOR :
    ANUPAM ROY
  • CINEMATOGRAPHER :
    AVIK MUKHOPADHAYAY
  • FILM PRODUCER :
    RONNIE LAHIRI/SUPRIYA MACWAN
  • EDITOR :
    BODHADITYA BANDYOPADHYAY
  • POST-PRODUCTION COMPANY :
    ESP FILMS, DELHI
  • OTHER POST-PRODUCTION CREDITS :
    TEAM ESP
  • PRINT PRODUCTION COMPANY :
    BBDO INDIA, GURGAON
  • GRAPHIC DESIGNER :
    ANGAD SINGH NEGI
  • ALL INDIA HEAD - PRINT PRODUCTION AND STUDIO :
    MANOJ K YOGI
  • STUDIO & PRODUCTION MANAGER :
    JITENDRA PAL SINGH
  • DEPUTY STUDIO MANAGER :
    SHYAMSUNDER RAWAT
  • CAMPAIGN SUMMARY :
    #RELEASETHEPRESSURE - IS A MOVEMENT COMMITTED TO GIVE TEENAGERS A MOMENTARY RELEASE FROM THE STRESS OF EXAM PRESSURE AND PARENTAL EXPECTATIONS. TO BRING ALIVE THE IDEA VISUALLY, MIRINDA DID THE UNTHINKABLE. IT RE-DESIGNED ITS 11 MILLION BOTTLE LABELS TO CARRY AUTHENTIC OPEN LETTERS FROM TEENAGERS TO THEIR PARENTS. MIRINDA THEN UNDERLINED ITS COMMITMENT WITH AN ACTION - THE BOTTLE CAP! THE CAP BECAME AN ICONIC SYMBOL OF THE MOVEMENT AND ALLOWED PARENTS TO TWIST IT OFF AND HOLD IT UP TO PLEDGE THEIR SUPPORT. THE MIRINDA BOTTLE BECAME AN INSTRUMENT OF SOCIAL ACTIVISM AND CHANGE. MIRINDA WORKED CLOSELY WITH THE PSYCHOLOGISTS AT FORTIS HOSPITALS, AND TURNED TOOLS THAT ADD PRESSURE INTO TOOLS THAT RELEASE PRESSURE. MIRINDA URGED STUDENTS TO TAKE FREQUENT BREAKS WHILE STUDYING TO EASE THE PRESSURE. TO BRING ALIVE THE IDEA VISUALLY, MIRINDA CREATED ‘FREQUENT BREAK NOTEBOOKS’ WITH A FUN ACTIVITY EVERY 10TH PAGE.
  • THE BRIEF :
    WHILE MOST BRANDS IN THE CARBONATED DRINKS CATEGORY WERE SEEING POSITIVE GROWTH, ORANGE DRINKS WERE CONSISTENTLY LOSING RELEVANCE AMONGST THE CORE CONSUMERS - TEENAGERS. THE CONTRIBUTION OF ORANGE DRINKS TO THE PORTFOLIO HAD DROPPED 5% IN LAST 5 YEARS. WITHIN A SHRINKING CATEGORY, THE TWO KEY BRANDS- MIRINDA AND FANTA, WERE TALKING IN A SIMILAR LANGUAGE–ENCOURAGING TEENS TO INDULGE IN CRAZY UNINHIBITED FUN. WITHOUT ANY BRAND DISTINCTION, MIRINDA WAS FACING A SERIOUS LOSS OF EMOTIONAL CONNECT WITH THE CONSUMERS. THE BRIEF WAS TO BREAK AWAY FROM THE CATEGORY CODES & GIVE PLAYFULNESS A PURPOSE IN THE LIVES OF TEENS.
  • THE STRATEGY :
    FOR 2017 THE BRIEF WAS TO GIVE MIRINDA PLAYFULNESS A MEANING. INSTINCTIVELY, THE INSIGHT REVEALED ITSELF. PLAYFULNESS MATTERS THE MOST TO DIFFUSE A STRESSFUL SITUATION. WE HEARD FROM TEENS, ACROSS INDIA, ON THE STRESS POINTS IN THEIR LIVES AND SAW ONE COMMON THEME: PARENTAL PRESSURE DURING EXAMS. IN INDIA HIGH SCHOOL EXAMS ARE SEEN AS THE END ALL IN A TEENAGER’S LIFE. IT IS SEEN AS THE TURNING POINT TOWARDS A BETTER FUTURE. PARENTS PUT EXTREME PRESSURE ON THEIR KIDS TO EXCEL WITHOUT REALIZING THE SERIOUS NEGATIVE EFFECTS ON THEIR KIDS’ MENTAL HEALTH. REPORTS SUGGEST, PARENTAL PRESSURE IS THE LEADING CAUSE FOR SUICIDE AND DEPRESSION AMONGST TEENAGERS, ESPECIALLY DURING JAN-MAR, THE TIME FOR FINAL EXAMS IN INDIA. MIRINDA HAD AT LAST FOUND A RELEVANT ROLE AS THE ANTIDOTE TO THIS MASSIVE SOCIAL ILL BY SPEAKING UP FOR THE SILENT STUDENTS AND GIVING THEIR HIDDEN STRESS A VOICE WITH #RELEASETHEPRESSURE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    IN A MOVEMENT TO BECOME THE VOICE OF TEENS, WE WERE COMMITTED TO STAY REAL. WE STARTED BY ASKING HUNDREDS OF KIDS ACROSS INDIA TO WRITE HEARTFELT OPEN LETTERS TO THEIR PARENTS DESCRIBING HOW THEY FEEL UNDER PRESSURE. A POWERFUL DIGITAL FILM BROUGHT OUT THESE OPEN LETTERS AND SPARKED OFF A NATIONAL DEBATE. AUTHENTIC OPEN LETTERS BEGAN APPEARING ON 11 MILLION MIRINDA BOTTLE LABELS. BOTTLE CAPS CARRYING THE IDEA BECAME AN ICONIC SYMBOL, NUDGING PARENTS TO EASE OFF. ON THE OPENING DAY OF EXAMS, 'RELEASE THE PRESSURE' STICKERS WERE PUT IN NEWSPAPERS TO ENABLE PARENTS TO SHOW THEIR RESOLVE. MIRINDA TIED UP WITH FORTIS GROUP, INDIA’S LEADING CHAIN OF HOSPITALS FOR LIVE COUNSELING SESSIONS FOR PARENTS AND TEENS. PARTNERED WITH EDUCATIONAL INSTITUTES WHO OFFER ACCESSORIES FOR TEENS. NOTEBOOKS - WITH BREAKS ON EVERY 10TH PAGE. MEDITATION CLASSES BEFORE EXAMS – TO DIFFUSE THE PRESSURE
  • THE RESULT :
    AN ISSUE BUBBLING BELOW THE SURFACE FOR THE LONGEST TIME, FINALLY GOT ITS DUE ACKNOWLEDGEMENT. MIRINDA NOT ONLY BECAME THE VOICE OF THE TEENS BUT SHOWED PARENTS A BEAUTIFUL WAY TO SUPPORT THEIR KIDS. CONSUMER ENGAGEMENT WENT UP 1100% AS CONVERSATION AROUND MIRINDA GREW 138X HIGHER THAN THE NEAREST BEVERAGE BRAND OVER 193 MEDIA ARTICLES WERE WRITTEN IN SUPPORT OF THE AWARENESS CREATED BY THE BRAND THE DIGITAL FILM WAS VIEWED 35 MILLION TIMES IN JUST ONE MONTH, GENERATING OVER 649 MILLION FREE EARNED IMPRESSIONS MORE IMPORTANTLY, 1.57 MILLION PARENTS ACROSS THE COUNTRY PLEDGED TO RELEASE THE PRESSURE THIS EXAM SEASON WITH MIRINDA MAKING MIRINDA THE MOST LOVED BRAND FOR TEENS AND AN UNLIKELY AGENT OF CHANGE FOR MILLIONS OF TEENAGERS NEEDING A RELEASE THIS EXAM SEASON.