Mirinda launches new flavours with a 'Go Galatta' quirky film 

The ad has been conceptualised by JWT Chennai and is based on a remixed rendition of the classic blockbuster 'Moondru Mudichu'

BestMediaInfo Bureau | Mumbai | December 13, 2012

PepsiCo's popular orange soft drink, Mirinda, has introduced two new flavours in addition to its classic Orange taste – Apple and Grape. The new campaign conceptualised by JWT Chennai is in line with Mirinda's unique ability to present the traditional spiked with uncontrollable fun and freshness. The Mirinda galatta gives everything original, an unexpected and hilarious twist.

The two new flavours have been launched with a quirky ad film which is a colourful and remixed rendition of the song sequence from the classic blockbuster 'Moondru Mudichu' and features leading actress and Mirinda brand ambassador, Asin. Directed by the National Film Award winning Tamil director, Gautham Menon, the ad recreates the classic love triangle from the film and sees Asin in a boat where her two suitors are vying for her attention. As they try to outdo each other, the drama unfolds with a unique Mirinda twist.

The soundtrack of the ad is a catchy and modern remix of the track 'Vasantha Kala Nadigalile'. The main film is supported by two shorter edits that have Asin trying to get rid of either of her suitors to grab the irresistible Apple and Grape Mirinda from their grasp.

Senthil Kumar, National Creative Director, JWT India, said, "We were asked to come up with an idea whereby we can reinforce Mirinda's heritage for reinventing the traditional or the regular with an insane and unexpected twist. Since the launch was in Tamil Nadu and cinema is a passion for the young or the old out in the state, we decided to base our TVC on the remix of the 1976 classic 'Moondru Mudichu' superhit song 'Vasantha Kala Nadigalile'. We roped in Gautham Menon to direct the TVC who was thrilled with the concept. The campaign, like all other Mirinda campaigns, is full of fun and madness but we expect a strong recall value due to the cinema connect.”

Ruchira Jaitly, Executive VP - Marketing, Beverages (Flavours), PepsiCo India, said, “Mirinda has always stood for a great unique taste that brings alive the galatta packed moments, and these two new fruity flavours add to the brand's essence that is unlimited fun and full of madness. These flavours add local familiarity to a bestselling global drink and with this we hope to dial up consumption frequency and penetration for the brand.”

Director Menon commented, “When I was approached with the challenge of remaking the iconic boat song sequence from Moondru Mudichu, I literally jumped at the opportunity. This is a modern, comic and colourful take on a classic black and white romantic song. This ad film will add new flavour to the timeless original just like the two new Mirinda flavours.”

The launch is supported by a robust 360-degree campaign including radio, cinema, online and an innovative consumer engagement programme.

The TVC:

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