The ‘Pagalpanti Bhi Zaroori Hai’ fun campaign has been created by JWT for the three new Mirinda flavours
BestMediaInfo Bureau | Delhi | February 8, 2012
Go breathless this season as PepsiCo’s popular orange soft drink Mirinda launches two new exciting flavours. Along with its original unputdownable bold Orange taste, Mirinda has introduced two limited edition Orangey options - Orange Mango and Orange Masala. Orange Mango and Orange Masala. While Orange Mango is the perfect mix of the sweet candy taste of mango flavor and the tanginess of original Mirinda Orange; Orange Masala tickles the taste buds with a hint of fruit masala flavor added to the Mirinda Orange.
These three orangey flavours taste so good that one will not want to stop consuming, leaving one almost gasping for breath. It is the unputdownable taste that promises to leave everybody breathless. The fun and youthful new ad film features leading actress and Mirinda brand ambassador, Asin. Directed by Raju Hirani of Munnabhai series and 3 Idiots fame, the ad film is set in a college where everyone on the campus is going breathless. It shows Asin indulging in some fun with a rude Chief Guest at a college function, taking forward Mirinda’s Pagalpanti Bhi Zaroori Hai mantra. The main film is supported by a shorter one that sees Asin going breathless in three different avatars, inspired by the three Mirinda flavours.
Speaking about the launch, Ruchira Jaitly, Executive Vice President - Marketing, Beverages (Flavours), PepsiCo India said, “Mirinda has always stood for great bold taste that unleashes pagalpanti. Taking the promise forward, we are multiplying the excitement further by innovating with products that appeal to the Indian palette. The two new tasty flavors – Orange Mango & Orange Masala add local familiarity to a bestselling global drink.”
“This innovation is the biggest initiative on brand Mirinda in the recent times and we are confident of great consumer response. We hope to dial up consumption frequency and penetration for the brand on back of exciting flavors & local palette familiarity”, she added.
“I have had a fun-filled association with Mirinda for many years now and have always loved the drink. I am really thrilled about the new flavours as we now have three different delicious orangey tastes to savour! I particularly enjoyed shooting for this campaign as it was a college set up with lots of people and the breathless concept brought alive our pagalpanti for the irresistible Mirinda taste. Working with Mr. Hirani was a pleasure as he’s such an accomplished director and an amazing human being”, said Asin.
Director, Raju Hirani, commented, “I am selective about the ad films I direct, but the script that I received for Mirinda was very interesting. The campaign has this social, relatable, fun and pagalpanti aspect that I believe everyone will enjoy, just like the three different flavours of Mirinda”.
Ray+Keshavan, South Asia's leading brand and design consultancy partnered with PepsiCo to design the disruptive full sleeve packaging that captures the taste and fun experience of drinking Mirinda. The design of the new variants is inspired by the essence of the Mirinda mother-brand which is youthful, simple, innocent, fun and playful. The inspiration was ‘every drop of Mirinda has fun in it waiting to be unleashed’. Fun bubbles are used to evoke the emotions associated with the taste of these delicious flavors.
Speaking about the design, Sujata Keshavan said, "We are proud of this assignment. This has been a labour of love for a brand-led solution. The packaging solution further strengthens the mother-brand's equity while serving the variant. We want consumers to love the new pack as much as we do".
Speaking about the campaign, Swati Bhattacharya, National Creative Director, JWT said, “We had this wonderful innovation that was the perfect platfrom to talk about the great taste of Mirinda in a fun manner. Through the unique concept of infectious breathlessness, the campaign effectively conveys Mirinda’s unputdownable taste message. It is a fun campaign that goes beyond the TVC as it involves the consumers in the pagalpanti through the Taste Twister Challenge”.
The launch is supported by a robust 360-degree campaign including outdoor, online and an innovative consumer engagement programme called the Taste Twister Challenge. Each of three tasty Mirinda flavours has a unique Taste Twister that describes the fun and tasty experience of drinking them. Consumers can call or sms at 8800033333 to choose their Taste Twister and recite it repeatedly in one breath for as long as possible; longer the recording, greater are the chances of winning exciting prizes including 10 MP3 players and 1 tablet PC every day.
Available across India, the new limited edition flavours are available in 600 ml PET bottles and 250ml Slim Cans at the same price, for the next few months.
Creative Agency: JWT
Executive Business Director: Saurabh Saksena
National Creative Director: Swati Bhattacharya
Director for the film: Raju Hirani
Production House: Canvas Films
Design House: Ray and Keshavan
Media Planning: Mindshare