CLIENT
PepsiCo India
Gaurav Verma, Associate Director, Flavours Marketing, PepsiCo India Holdings Pvt. Ltd.
Vipul Prakash, Vice President Beverages, PepsiCo India Holdings Pvt. Ltd.
AGENCY
Ninad Satpute, Vice President Planning, BBDO India Pvt. Ltd.
Ajai Jhala, CEO, BBDO India Pvt. Ltd.
Josy Paul, Chairman and Chief Creative Officer, BBDO India Pvt. Ltd.
Rajesh Sikroria, President, BBDO India Pvt. Ltd.
Gireesh Gupta, Executive Vice President, BBDO India Pvt. Ltd.
Ritu Sharda, Sr. Executive Creative Director, BBDO India Pvt. Ltd.
Rashi Jain, Account Director Planning, BBDO India Pvt. Ltd.
Proteek Dey, Account Director, BBDO India Pvt. Ltd.
SUMMARY
#ReleaseThePressure, a movement that not only gave a playful brand like Mirinda a deep purpose, but also gave millions of teens a platform to begin an honest conversation with their parents about the immense exam pressure they are under.
In our commitment to bringing the issue of parental pressure out in the open, we used creative ways of reaching out to kids and parents. Apart from traditional media, we converted unconventional media such as bottle caps, bottle labels, and even study notebooks into mediums of brand activism and change.
