Mirinda: Release the pressure

Drinks brand Mirinda (part of PepsiCo) helped achieve behavioural change by starting a debate and drawing consumer attention to the issue of exam pressure experienced by Indian teenagers.

Campaign details

Advertiser: PepsicoBrand: MirindaAgency: Edelman IndiaCountry: India

Situation analysis

Exam pressure can sometimes seem like a real tangle for many teenagers. Year after year, teens go through the ever-mounting exam stress, stemmed from college admissions, rising expectations and fierce competition. While it has become imperative to maintain a support network with parents and teachers, it is shocking to note that teenagers still found it difficult to cope or even discuss their anxiety and fears at home. In several instances like this, penning down thoughts and concerns works where verbal communication becomes a...

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