Campaign details
Brand: PepsiCo/MirindaLead agency: Mindshare India Pvt.Ltd.Region: APAC
Objectives
Teenagers in India since generations have faced a slew of parental pressures. Strongly rooted in tradition, such pressures have taken the form of rigid expectations whether it be choosing a life partner or pursuing a career path often leaving teens helpless. Sadly, even though teen ambitions had evolved in India, parental expectations still remain stuck in the past.
The consequences have been fatal, often leaving teenagers on the brink of desperation. WHO in a study ranked India among the top 3 globally on teen suicide....