Campaign details
Brand: MirindaLead Agency: Mindshare IndiaRegion: APAC
Strategy
Objective
WHO ranked India among top 3 globally on teen suicide. The real issue being Teenagers finding it increasingly difficult to approach and have a conversation with their parents.
Mirinda wanted to start a new conversation as it always stood for making stressful situations lighter through play and mischief
Target Audience
Teenagers- 15-19MF
Parents of teenagers- 35-50MF
Creative Strategy
In the context of a progressive narrative, our consumer immersions with teenagers revealed an antiquated parenting style where obsession with marks remained strong.
An intervention was much...