Mirinda has launched the second film part of its #ReleaseThePressure campaign that was rolled out last year.
This film conceptualised by BBDO India takes on the issue of constant comparison by parents. It features teenagers and focuses on what happens when parents constantly compare their kids to peers, neighbours, siblings and others.
Vipul Prakash, SVP, beverage category, PepsiCo India, said, “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.”
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 ‘ReleaseThePressure’ 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.”
The campaign will also include radio and print legs.
CREDITS
Client: Pepsico
Creative agency: BBDO India
Chairman and CCO: Josy Paul
Senior ECD: Ritu Sharda
Senior CD: Anunay Rai
Group head: Gaurangi Mathur
Senior art director: Natasha Mehra
Copywriter: 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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