Campaign details

Brand: Mirinda
Lead Agency: Mindshare India
Region: 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 needed as India has 2.5m teenagers who give their exams every year. Few had even written letters to their parents expressing their fears and thoughts of suicide but were too afraid to share them.