Mirinda has rolled out a campaign that urges parents to stop pressurising their children ahead of the exam season.
The campaign that has been conceptualised by BBDO, consists of a digital film that consists of letters written by children to their parents. Through these letters, children inform parents how they are affected by their parents and their expectations and how they add to the pressure before their exams.
Vipul Prakash, vice president, beverages, PepsiCo India, said, “At PepsiCo, our aim is to drive purpose and positive behavior change through our brands. With Mirinda’s message of 'No More Pressurepanti, Only Pagalpanti', we want to create awareness about the serious issue of exam pressure and give a very realistic solution that a break amidst the stress can go a long way to release the pressure. We are confident that our film will help people acknowledge and discuss this issue, whilst also encouraging parents and teenagers to take a momentary break.”
The digital film will be followed by a 360-degree campaign.
Creative agency: BBDO
Chairman and CCO: Josy Paul
Sr. ECD: Ritu Sharda
Sr. CD: Anunay Rai
Sr. art director: Natasha Mehra
Junior copywriter : Aakancha
Junior art director : Shubham Minocha
Production house: Rising Sun Films
Director: Shoojit Sircar
Producer: Ronnie Lahiri and Supriya Macwan
DOP: Avik Mukhopadhayay
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Watch the film conceptualised by Options Design here