Mirinda urges parents to #ReleasethePressure teens face during exam time

In this powerful campaign, Mirinda lends voice to a cause that matters to Indian teenagers. With crucial examinations around the corner for most teenagers, nerves are frayed and tension building. Independent Reports[1] suggest that exam pressure and pressure to perform are leading causes for depression and suicidal tendencies amongst teenagers. As part of its new campaign, No More Pressurepanti, Only Pagalpanti’, Mirinda brings forth the sentiments of these teens, and urges everyone to pledge to ‘Release the Pressure’. Through a moving short film featuring real letters written and read by teenagers to their parents, Mirinda aims to ignite and facilitate a conversation that deserves attention in our country. The digital film mostly features real-life teenagers reading out letters they have written to their parents. They express their distress over the tough time they go through and the parental expectations which add to the pressure, during exams. It goes on to show the parents’ touching reactions to the letters.

Watch teh film herl – https://www.youtube.com/watch?v=z7NikXE0T8M

Key Highlights:

  • New campaign  draws attention to the immense pressure faced by teenagers during exams
  • Aims to drive behavioral change by inviting people to pledge to ‘Release the Pressure’
  • Mirinda’s ‘No More Pressurepanti, Only Pagalpanti’ campaign kicks off with a purposeful film featuring children voicing their struggle to their parents through candid letters

Vipul Prakash, Vice President, Beverages, PepsiCo India, says, “At PepsiCo, our aim is to drive purpose and positive behavior change through our brands. With Mirinda’smessage of “No More Pressurepanti, Only Pagalpanti”, we want to create awareness about the serious issue of exam pressure and give a very realistic solution that a break amidst the stress can go a long way to release the pressure. We are confident that our film will help people acknowledge and discuss this issue, whilst also encouraging parents and teenagers to take a momentary break.”

Shoojit Sircar, who has directed the film, comments, “Mounting pressure on the kids to perform has become a stark reality of every urban teenager’s growing up years. I firmly believe our primary responsibility as a conscientious parent, as citizens and as makers of this film, is to not only raise this issue but also to raise it in a manner keeping in mind the sensitivity of the matter for the teenagers that face it. And hence the film was shot in a manner where I only facilitated the process for the children to open up their feelings – an innocent, emotional, pure outburst of a teenager’s emotion.”

Mirinda will roll out a 360-degree plan starting with the ‘Release the Pressure’ digital film, followed by on-ground activations and a robust TV, radio and print campaign. Over the next few months, Mirinda will invite people to pledge to ‘Release the Pressure’.

Marketing
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