Mirinda's #RELEASETHEPRESSURE Campaign bags a Silver at Cannes Lions 2017

PepsiCo India is thrilled to announce their win at The Cannes Lions 2017 as it bags a Silver in the PR Lions (Integrated) category for Mirinda’s #ReleaseThePressure Campaign.  Conceptualised by BBDO India, the PR execution was led by Edelman India. An integrated earned-centric communications strategy helped bring home the prestigious Silver from the creative mecca.  

Speaking on the win, Poonam Kaul, Vice President – Communications, PepsiCo India, said, “We are honoured with the recognition of the #ReleaseThePressure campaign at Cannes Lions. This is a result of a truly integrated campaign and each partner brought their best to the table as a team to make it a winning proposition for the consumer. The Edelman team truly brought to bear their valued expertise in campaign planning, message delivery and choice of platforms that lent stature and credibility to the campaign.”

Conceptualized by BBDO India and produced by Rising Sun films, the film drove a powerful message on exam pressure. Giving the campaign a strong head-start, Edelman India devised a three-pronged approach. The strategy was to raise awareness, stir a debate, draw consumer attention and finally drive positive behavioral change amongst consumers. Backed by an impactful media approach, strategic partnerships with credible sources of authority, influencer engagement and clutter-breaking content, the campaign received a massive surround sound.

Lauding the campaign, Rakesh Thukral, Managing Director, Edelman India said, “We started our journey with PepsiCo very recently, and are proud to be associated with such a powerful campaign. The team brought forth innovative, clutter breaking, earned-centric strategies which is reflective in the results. We are thrilled about this win, and hope to shape many successful campaigns with PepsiCo in the future.”


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