Mirinda will launch two new flavours, Mirinda Orange Mango and Masala on 10 February 2012.
Ruchira Jaitley, executive vice president – marketing, beverages (flavours), Pepsico, said, “In the past, we have innovated with fruit flavours like Mirinda Apple and Strawberry; the new flavours had a very local development for the Indian palate. We did a lot of work in terms of talking to consumers, finding out flavour ideas, developing them and testing these ideas in sensory research to come back with what we think are going to be the most ‘unputdownable’ experiences, that build the core brand equity as well.”
On the campaign created by JWT, Jaitley said, “The communication around the core premise of ‘Pagalpanti’, is that the flavours are so tasty that you can’t put them down, and that’s what leaves you completely breathless.”
In the TVC, created by JWT India, the chief guest of a college function is dismayed when he doesn't find the media to welcome him, and rudely brushes aside the customary welcome garlands. Brand ambassador Asin (who plays a student) decides to put him in his place, and along with the principal, escorts the chief guest around the college, where he keeps encountering men and women who are gasping for breath (in an exaggerated manner). The chief guest is scandalised by the scene. When he finally reaches the auditorium, where all the students are gasping in unison, Asin offers him the new flavours of Mirinda. He and the principal down their bottles without pausing for breath, leaving them gasping as a result. She clicks a picture of them in that state, which gets published in the newspaper with the headline "Caught in the act". Asin says at the end, "Paagalpanti bhi zaroori hai."
The launch is supported by a 360-degree campaign including outdoor, online and a consumer engagement programme called the "Taste Twister Challenge".
Creative agency: JWT India
Executive business director: Saurabh Saksena
National creative director: Swati Bhattacharya
Director of the film: Raju Hirani
Production house: Canvas Films
Design house: Ray and Keshavan
Media planning: Mindshare