PepsiCo has released its latest advertising campaign for its orange flavoured soft drink Mirinda. The campaign comprises three TVCs featuring brand ambassador Asin. Created by BBDO India, it continues with the brand's 'Pagalpanti' (craziness) theme.
In the three films, Asin is shown playing pranks on youngsters.
One film shows a couple going through security check in a theatre. The girl goes in for her check, but a different girl comes out. This leaves her companion perplexed. When he asks her for an explanation, the girl replies, 'Zaroori nahi hai, jo andar jaye woh bhaar aye (It's not necessary what goes in, comes out). Asin then comes in and compares the statement to Mirinda's new tagline, 'Mirinda andar jaati hai aur pagalpanti bahar aati hai' (Mirinda goes in, craziness comes out).
The two other films show similar instances - one in a hotel and the other at a sunset point.
WATCH the films
On the TVC, Ruchira Jaitly, category director, Flavours, PepsiCo India, said, “Mirinda has always stood for great bold taste that unleashes the spontaneity in everyone and brings alive ‘Pagalpanti’. Taking this thought forward, the new campaign uses pranks to add a spark of mischief to mundane moments of life. Set in three different settings, the three films depict how just one sip of Mirinda in brings out the playful and naughty side of our personality.”
Josy Paul, chairman and chief creative officer, BBDO India, said, “Things are getting too serious. The world needs more LOL (lough out loud). Mirinda is this bright playful spark that ignites your inner 'Pagalpanti'.The new set of films liberates that latent mischief and celebrates spontaneous play. Like the pranks you pull in college and social gatherings… it breaks the ice of seriousness and has everyone in splits. It's clean fun… it's madness worth spreading.”
The film has been released in Hindi, Kannada and Tamil. The campaign will include outdoor and online activations.
Creative agency: BBDO India
Executive business director: Rajesh Sikoria
National creative director: Josy Paul
Creative team: Rajdeepak Das, Sandipan Bhattacharya, Hemant Shringy, Namrata Patnaik
Account management: Gireesh Gupta, Heena Kohli, Roshni Max Hegerman
Director for the film: Pushpendra Misra
Production house: Flying Saucer