| Story | With summer approaching, Mirinda has hit the advertising front, but this time with a surprise campaign on digital. One would neither get to see Asin (Bollywood actress) acting hilarious, nor people playing pranks in its latest commercial. In this powerful campaign, conceptualised by BBDO, Mirinda lends voice to a cause that matters to teenagers in India. With crucial examinations around the corner, for most teenagers tension is building up. National Crime Records Bureau and other independent reports show that exam pressure and pressure to perform are leading causes for depression and suicidal tendencies among teenagers. As part of its new campaign, Mirinda brings forth the sentiments of these teens, and urges everyone to pledge to ‘Release the pressure’. Through a moving short film where teenagers are writing letters to their parents, explaining what they go through when they are under pressure. Later, parents are shown in tears reading the letters, which depicts the reality. Mirinda aims to ignite and facilitate a conversation that deserves attention in our country. The digital film features real-life teenagers reading out letters they have written to their parents. They express their distress over the tough time they go through and the parental expectations, which add to the pressure, during exams. It goes on to show the parents’ touching reactions to the letters. |