A platform to elevate the Relevance and Preference for Mirinda among young urban India by enabling a shift from comparison to compassion – a change that helped saving precious lives

1. 450x
increase in calls to FORTIS
HELPLINE
100 Times
More conversations
than nearest beverages
brand
CHALLENGE
To elevate the Relevance and Preference for Mirinda among young urban
India by enabling change that mattered
APPROACH
Mirinda launched Pressure Releasing Innovative Program. A program that was
built to bring to life compassion and not comparison, innovatively used a helpline
as a life line to help kids, used an influencer who was an inspiration for the nation
and did its best to reduce the pressure and also stayed true to its quirkiness by
adding some fun to release the pressure.
OUTCOME
We managed to reach and sensitize the parents. The campaign delivered600 MN
impressions, 9.6 MN completed views on YouTube Masthead which was 21% more
than benchmark reaching 84 MN Users; 127 Mn impressions with 39 MN
completed views through targeted video campaigns on YouTube and Facebook
I N D I A , 2 0 1 9
AWAKENING THE PARENTS
TOWARDS COMPASSION NOT
COMPARISON

2. Mirinda, The orange bottle of fun. A drink much loved by teens-
the main target audience, was well-established in the zone of fun
and quirk. The orange category was dominated and
overshadowed for long by the colas of the world. Miranda being
the leader in the orange category had to stand up for something
different and unique.
So, two questions clearly emerged:
Do we have a meaningful connection with our TG? and How can
we go beyond being just a bubbly soft drink?
This shaped our marketing objective - “To elevate the
Relevance and Preference for Mirinda among young urban
India by enabling change that mattered"
THE BRAND HAD TO LOOK INWARD AND AT THE SAME TIME,
DIG INTO CULTURAL INSIGHTS TO UNDERSTAND – WHAT A
TEEN NEEDED MOST TODAY? WAS SOMETHING BOTHERING
THEM?
CHALLENGE

3. 36% OF THIS POPULATION ARE BELOW
THE AGE OF 17. AND SO MANY OF
THEM ARE CARRYING THE BURDEN OF
THEIR PARENT’S EXPECTATIONS TO BE
PRIYAS AND VAIBHAVS OF THE
WORLD. PARENTS ON THE OTHER
HAND, THINK THIS PRESSURE
MOTIVATES THEIR KIDS.
AS PER TOI REPORT, 90% OF THE SUICIDES
RECORDED ACROSS INDIA OCCUR AT JUNIOR LEVEL
WHERE COMPETITION IS FIERCE, AND A RANKING-
BASED ACADEMIC SYSTEM IS FOLLOWED SO, IF THEY
WERE GETTING MOTIVATED, WHY WERE SO MANY
OF THEM KILLING THEMSELVES? CLEARLY THE
PRESSURE WAS GETTING TO THEM AND NEEDED A
RELEASE. THIS WAS AN OPPORTUNITY FOR THE
BRAND TO STEP IN
TO TRULY ADDRESS THE PROBLEM, WE HAD
TO IDENTIFY THE UNIVERSE OF EXAMS
WHICH CONSISTS OF STUDENTS AND THEIR
PARENTS BECAUSE WHEN STUDENTS TAKE
EXAMS, SO DO THEIR PARENTS. THE ONLY
TWO SET OF PEOPLE EMOTIONALLY RELATED
TO EXAMS.
STUDENTS WERE ALONE AND
UNAPPROACHABLE. PARENTS BELIEVED THAT
PRESSURE WAS GOOD. THE BRAND HAD TO
IDENTIFY HOW IT COULD SENSITIZE PARENTS
AND HOW TO REACH UNAPPROACHABLE
STUDENTS THROUGH RELEVANT AND
INNOVATIVE MEDIA TOUCHPOINTS,
RESPECTIVELY. THIS MEANT THE BRAND HAD
TO GO BEYOND ITS TG TO BRING LIGHT TO
THE ISSUE.

4. APPROACH
WE DEVELOPED A MODEL, PRIP, A PRESSURE RELEASING
INNOVATIVE PROGRAM
A PROGRAM THAT WAS BUILT TO BRING TO LIFE COMPASSION
AND NOT COMPARISON
A PROGRAM THAT INNOVATIVELY USED A HELPLINE AS A LIFE
LINE TO HELP KIDS
A PROGRAM THAT USED AN INFLUENCER WHO WAS AN
INSPIRATION FOR THE NATION
A PROGRAM THAT DID ITS BEST TO REDUCE THE PRESSURE
AND ALSO STAYED TRUE TO ITS QUIRKINESS BY ADDING SOME
FUN TO RELEASE THE PRESSURE.
Introducing a New wave of #ReleaseThePressure powered by a Coordinated
Insighting Response Approach – where insights around Exam Pressure
guided our strategy for releasing the Pressure.

5. To remove the silence around the issue and
sensitize parents, we launched with a hard-hitting
digital video expressing the pressure of comparison
students feel. This went on the be aired on news
channels as well.
A Multichannel campaign breakout happened right
before the exams to contextualize and release the
cultural tension of exams. As per our insight,
students were alienated, and needed an ally to talk
to. We needed a credible partner to do make this
happen.
We partnered with Fortis to create a helpline
through which they could speak to mental
healthcare professionals when they were distressed.
This helpline number was going to be our main Call
to Action.

6. The power of multimedia became the voice of every teen to tug at the heart and mind of every parent in the country.
Strategizing about the role of Digital media to convert this campaign into a movement - We envisaged media as the megaphone
to prick parent’s conscience and to help them realize how comparisons and those inadvertently spoken words damaged the teens
internally.
While media was voice of the teens to generate awareness, but we also did multiple activities to enable the teens to release the
pressure by adopting the scientific ways of study, taking regular breaks and communicating with their parents.
We adopted the connections architecture, the primary string being the
video communication on #ReleaseThePressure
A. We took a brave stance of starting the campaign significantly
ahead of the season for Mirinda
B. Stitching in the authorities on issues of teen psychology & other
stakeholders in the media solve
C. Converting the idea into a movement by giving it a scale and
weaving multiple partners like Fortis and Navneet
D. Enabling the toll-free call center from Fortis for 24*7 help, printing
frequent breaks notebook
We needed to provide avenues to the teens to release the pressure, we
therefore explored tie-ups with multiple partners to drive activities
which would elevate our ideas of creating awareness to enablement.
A. Making the Campaign reach out to the Target Audience (Teens &
Parents) – Announcement and magnifications through YT
Masthead bought as programmatic guaranteed.
B. Targeted video campaigns on YouTube and Facebook, Content
integrations through parental Sites/blogs
C. To create buzz, we collaborated with ‘The Screenpatti’ to leverage
on the most watched show Rabbish ki report to highlight the issues
of constant comparison.
D. Drove conversations on community portal

7. - DRISHTY GOEL , BRAND MANAGER, MIRINDA
Through Integrated planning,we could reach and amplify the
core issue to the masses which eventually helped 450x increase
in calls to FORTIS HELPLINE than the year before.
OUTCOMES
84 MN
Unique reach
21%
More impressions
than planned
STATISTIC
S
Kudos to the team for
delivering the campaign with
such efficiency.
100
Times
More conversations than
nearest beverages brand
450x
Increase in calls to
FORTIS HELPLINE

8. 8
APPENDIX
KPI(s)
Brand Awareness
STRATEGY/STRATEGIES
YouTube
CHANNEL(S)
Video
VERTICAL
Food and Beverage
REGION
APAC
MARKET
India
CAMPAIGN FLIGHT DATES
Feb 1, 2018–March 8, 2018
CLIENT
Mirinda