Mirinda Launches #ReleaseThePressure 2.0 Campaign for students' awareness
In 2017, Mirinda, the orange flavored sparkling drink from PepsiCo gave the country’s youth a voice and told the story of exam pressure they go through because of parents. This year, with the second edition of its ‘Release The Pressure’ campaign, the brand is making this voice louder and bringing to the forefront the issue of constant comparison by parents.
Mirinda ignites conversations around the issue through a moving short film, created by award-winning director Shoojit Sircar. Inspired by focused group discussions conducted across the country with students, the film hopes to be a mirror for society and aims to bring attention to students’ distress. It features real teenagers and focuses on the issues of parental pressure, and what happens when parents constantly compare their kids to peers, neighbors and siblings. Shoojit Sircar also directed the digital film for the first edition of the brand’s international award-winning campaign.
The powerful film, conceptualized by creative agency BBDO, aims to make parents realize how situations of constant comparison can lead to lower self-esteem amongst teenagers.
Speaking about the film, Vipul Prakash, Senior Vice President, Beverage Category, PepsiCo India, says, “Mirinda’s ‘Release The Pressure’ campaign stems from an insight that homes turn into pressure zones as exam season approaches. Parents have good intentions at heart but sometimes their motivation methods end up being stressful for their kids. Continuing the momentum of the first edition of the campaign, our goal this year is to help people understand and acknowledge that constant comparison is detrimental to a student’s performance.”
Director of the film, Shoojit Sircar says, “Stress, pressure, tension are unfortunately words which have become a part of the daily vocabulary of teenagers across India. There is undue pressure on students and as a society, we need to wake up and take responsibility. The next generation of world leaders will emerge only when we are able to give them space to grow, learn well and flourish without putting any undue pressure on them.”
Josy Paul, Chairman and Chief Creative Officer, BBDO India said, “As a popular national brand, Mirinda stands committed to its teenage audience and their interests. In the latest campaign, we've built on last year’s brand idea ‘Release The Pressure’ by decoding the actions that add pressure in the teenager's life. One big action or pressure point is the constant comparison that parents use to push their children. The campaign focuses on this unhealthy behavior of constant comparison - that is known to lead to depression in children. The campaign encourages parents to discuss constructive ways to support their children, especially during exam time.”
Mirinda will also roll out a 360-degree plan starting with the ‘Release the Pressure’ digital film, followed by on-ground activations and a robust radio and print campaign. Over the next few months, Mirinda will invite people to pledge to ‘Release the Pressure’ through a series of online and offline partnerships.
Creative Agency: BBDO India
- Chairman and Chief Creative Officer: Josy Paul
- Executive Creative Director: Ritu Sharda
- Creative Director: Anunay Rai
- Group Head : Gaurangi Mathur
- Art Director: Natasha Mehra
- Copy Writer: Aakancha
Production house: Rising Sun Films
- Director: Shoojit Sircar
- DOP: Avik Mukhopadhyay
- Executive Producer: Ronnie Lahiri
- Producer: Supriya Macwan
- Associate Producer: Madhukar Moses
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