Mirinda: #ReleaseThePressure – Giving teens a voice

Om Jha, Averill Sequeira

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its young customers.

Campaign details

Brand: MirindaBrand owner: PepsiCo India Private LimitedLead agency: MindshareCountry: IndiaIndustries: Carbonated soft drinksMedia channels: Content marketing, Mobile & apps, Newspapers, Online video, Packaging & design, Public relations, Television, Websites & microsites, Word of mouth, advocacyBudget: 1 - 3 million

Executive Summary

Mirinda, a playful PepsiCo beverage, comes with a tangy orange flavour and champions the ideas of quirkiness and fun, establishing its brand identity as a celebration of life. The brand statement "Pagalpanti bhi zaroori hai" ("celebrate the quirky fun of life") is itself the manifestation of...

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