Mirinda re-creates cult song magic to introduce new Mirinda flavours in Tamil Nadu

PepsiCo has launched a campaign for the Tamil Nadu market featuring brand ambassador Asin, to introduce Mirinda’s apple and grape flavours. The film is themed on a remixed version of popular Tamil film song ‘Vasantha Kala Nadigalile’ from the film ‘Moondru Mudichu’.

Featured here is a 30-second edit of the film, which shows Asin trying to get rid of her suitors to grab the apple and grape Mirinda bottles. After getting all three flavours in her hand, Asin rows away into the sunset, only to have her boat rocked by the two guys as the ‘galatta’ love triangle continues.

The film is set on a boat in the middle of a lake, like the original 1976 song. The agency has roped in Gautham Vasudev Menon to direct the film. For the benefit of readers not tuned into Tamil  cinema, the original song features in K Balachander's movie featuring Rajinikanth, Kamal Haasan and Sridevi.

Senthil Kumar, national creative director, JWT India, said, “Pepsi’s south-specific work across all its brands have always been very special to me and my team at JWT South. And Pepsi was the first brand to recognize the fact that the south market needs to have south-specific work and just dubbing a Hindi ad in Tamil or Telugu would not work here. This has led to many memorable commercials that have the hearts of the south Indian consumer and the brands have grown in both equity and market shares as a result.’’

Mirinda had started the ‘galatta’ series of films with Mirinda Bride, where Asin essayed the role of the bold new south Indian bride. Next came Mirinda Market, which unleashed the Chennai lingo of double meanings with Asin essaying the role of a market rowdy. This was followed up with Mirinda Auto, which took on the overcharging auto meters of Chennai. And then the brand came up with Dance Master, who was tuned into the ‘galatta’ mode by Asin playing a mad modern student of dance.

Ruchira Jaitly, executive vice president - marketing, beverages (flavours), PepsiCo India, said, “Mirinda has always stood for great unique taste that brings alive the ‘galatta packed’ moments, and these two new fruity flavours add to the brand’s essence that is unlimited fun and full of madness. These flavors add local familiarity to a bestselling global drink and with this we hope to dial up consumption frequency and penetration for the brand.”

The launch is supported by a 360-degree campaign including radio, cinema, online and consumer engagement programmes.

Unplugged moments

Speaking about his experience shooting the new Mirinda TVC, director Gautham Menon, said , “When I was approached with the challenge of remaking the iconic boat song sequence from Moondru Mudichu, I literally jumped at the opportunity. This is a modern, comic and colourful take on a classic black and white romantic song. This ad film will add new flavour to the timeless original.”

Credits :

Client Team : Pepsi India – Deepika Warrier, Ruchira Jaitly and Rishi Walli

Agency : JWT India

Writer and National Creative Director : Senthil Kumar

Account Management : Saurabh Saksena, Ritu Nakra

Agency Producer : Mandeep Singh

Production House : Fable Factory

Director: Gautham Vasudev Menon

Producer: Ragu Muthaiah

(Modified on 11 December, at 13:25 hrs)