Pepsico India has launched a campaign for Mirinda building on the brand’s ‘pagalpanti’ (craziness) platform. The new campaign asks viewers to share their 'pagalpanti' ideas. The campaign conceptualised by BBDO India features brand ambassador and movie star Asin and comprises two TVCs.
One of the film features Asin playing referee for a game of table tennis. The ‘Mirinda Pagalpanti League’ begins as she drinks from a bottle of Mirinda and announces ‘Pagalpanti shuru’ (let the craziness begin). In line with the crazy theme, the two players use hand-shaped ‘bats’ fitted atop their heads to hit the ball, instead of the racquets in their hands. The high-energy game ends after a tough fight. The film ends with Asin saying, “Mirinda se shuru hoti hai pagalpanti” (Craziness begins with Mirinda). She invites viewers to send in their crazy ideas, the quirkiest of which will be on air. She feeds the winner Mirinda while he practices his moves.
The other TVC is set in a bowling alley. Instead of the ball, entwined teams of two form a circle and roll down to hit the Mirinda bottles (in place of the pins).
The films end informing viewers that they can send their quirky ideas in the form of text, audio or video bytes through SMS or Whatsapp, or through Mirinda’s Facebook page.
Ruchira Jaitly, senior director - marketing, social beverages, PepsiCo India, said, “Mirinda campaigns are always fun, coupled with a spark of pagalpanti. Taking the legacy forward, we are now inviting the consumers to share their absolute fun moments with the world and cheer for pagalpanti. Each one of us has done some pagalpanti at some point of time and with the latest campaign we are bringing that alive to delight the Mirinda lovers. After a successful launch of Mirinda apple flavor this year, we look forward to a great consumer response to this campaign. We are confident that consumers will enjoy this pagalpanti twist.”
Josy Paul, chairman and CCO, BBDO India, said, “Everybody has a pagalpanti story that they remember. Something that gets us all ROFL (rolling on the floor laughing). Our campaign triggers these real life LOL (laughing out loud) moments by creating a platform that gets consumers to engage. We are expecting millions of fun stories. Watch out for the next edition of the Mirinda Pagalpanti League.
Client: Pepsico India
Creative agency: BBDO India
Chief creative officer: Josy Paul
Executive creative director: Sandipan Bhattacharyya
Copywriter: Harsharan Vir Singh
Art: Bharat Khare, Rajesh Kumar, Malvika Srivastava
Vice-president: Rajesh Sikroria
Account management: Gireesh Gupta, Sachin Bhardwaj
Planning director: Roshni Hegerman
Production house: Future East Films
Director (film): Ashim Ahluwalia
Producer: Priyanka Bangia
DOP: Tapan Basu
Media agency: Mindshare