Mirinda: #ReleaseThePressure [film]

Credits & Description:

Title: #Releasethepressure (Integrated)
Agency: Bbdo India
Brand: Pepsico
Country: India
Entrant Company: Bbdo India, Gurgaon
Advertising Agency: Bbdo India, Gurgaon
Media Agency: Mindshare, Gurgaon
Chairman And Chief Creative Officer: Josy Paul (Bbdo India)
Sr. Executive Creative Director: Ritu Sharda (Bbdo India)
Sr. Creative Director: Anunay Rai (Bbdo India)
Group Head Copy: Gaurangi Mathur (Bbdo India)
Sr. Art Director: Natasha Mehra (Bbdo India)
Junior Copywriter: Aakancha (Bbdo India)
Junior Art Director: Shubham Minocha (Bbdo India)
Vice President Planning: Ninad Satpute (Bbdo India)
Account Director Planning: Rashi Jain (Bbdo India)
Chief Executive Officer: Ajai Jhala (Bbdo India)
President: Rajesh Sikroria (Bbdo India)
Executive Vice President: Gireesh Gupta (Bbdo India)
Account Director: Proteek Dey (Bbdo India)
Sr. Account Executive: Radheyshyam Keshari (Bbdo India)
All India Head - Print Production And Studio: Manoj K Yogi (Bbdo India)
Deputy Studio Manager: Shyamsunder Rawat (Bbdo India)
Graphic Designer: Angad Singh Negi (Bbdo India)
Studio & Production Manager: Jitendra Pal Singh (Bbdo India)
Production: Rising Sun Films Mumbai, India
Producer: Supriya Macwan (Rising Sun Films)
Director: Shoojit Sircar (Rising Sun Films)
Producer: Ronnie Lahiri (Rising Sun Films)
Synopsis:
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. Consumers were simply not interested in orange drinks.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. So much so, they had become almost interchangeable in the eyes of the consumers. Without any brand distinction, Mirinda was facing a serious loss of emotional connect with the consumers. We realized that, if we wanted to connect with the teens we had to break away from the category codes. We couldn’t just talk about crazy fun without any meaning, instead we needed to give playfulness a purpose in the lives of the teens.
Outcome:
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% •The conversation around Mirinda grew 138 times higher than the nearest beverage brand •Over 193 media articles were written in support of the movement•The film was viewed 35 million times in just one month•Generated over 649 million free earned impressions•1.57 million parents pledged to release the pressure
Relevancy:
#ReleaseThePressure- is a movement that not only gave a playful brand like Mirinda, a deep purpose but also gave millions of teens around the country, a platform to begin an honest conversation with their parents about the immense exam pressure they are under. Within a month of the release, the digital film received 35 million views sparking a national debate. Over 193 articles were written in support of them movement. Millions of parents, including celebrities, posted their promise to their kids to release the pressure on social media.
Campaign Description:
#ReleaseThePressure - is a movement committed to give teenagers a momentary release from the stress of exam pressure and parental expectations. It aims to drive actual behavioral change by inviting parents to take a pledge to ‘Release the Pressure’ on their children.
Execution:
In a movement to become the voice of teens, we were committed to stay real. We asked hundreds of kids across India to write heartfelt open letters to their parents describing how they feel under pressure. A hard hitting digital film brought out these open letters and sparked off a nation wide debate. Authentic open letters began appearing on 11 million Mirinda bottle labels. Bottle caps carrying the idea became an iconic symbol. Millions of parents posed with the cap to show their support. 2.75 million 'Release the Pressure' stickers were put in newspapers to enable parents to show their resolve.Mirinda tied up with Fortis Hospitals for live counseling sessions for parents and teens and meditation classes before exams. Study accessories were distributed to over 10,000 childrenNotebooks - with breaks on every 10th page.
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, pressure to perform 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.