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Mirinda and Asin bring out the ‘pagalpanti’ in you!

Conceptualised by BBDO India, the three films with Asin takes ‘pagalpanti’ to the next level

BestMediaInfo Bureau | Delhi | April 12, 2013

Regardless of your age, you need to have a little fun. And playing harmless gags is the best way to do that. This season PepsiCo’s orange soft drink, Mirinda, takes its notion of fun and ‘pagalpanti’ to the next level with the launch of the new campaign with brand ambassador Asin. Mirinda puts a twist into orange because ‘Mirinda andar jaati hai aur Pagalpanti bahar aati hai’ (Mirinda goes in, Pagalpanti comes out). It’s guaranteed to make you laugh!

The campaign includes three films featuring Asin playing pranks on unsuspecting people. With ‘pagalpanti’ at the core, each gag has an unexpected outcome which will surprise any viewer. The first film shows a girl going through security check in a theatre, the second film shows a man putting his laptop through an hotel luggage check conveyer belt and the third film shows a newly married couple shouting “I love Surya” at an Echo-point with three completely unexpected outcomes. All the films end with Asin talking about the new campaign line ‘Mirinda andar jaati hai aur pagalpanti bahar aati hai’.

Speaking about the campaign, Ruchira Jaitly, Category Director, Flavours, PepsiCo India, said, “Mirinda has always stood for bold taste that unleashes the spontaneity in everyone and brings alive ‘pagalpanti’. Taking this thought forward, the new campaign uses pranks to add a spark of mischief to mundane moments of life. Set in three different settings, the films depict how just one sip of Mirinda brings out the playful and naughty side of our personality.”

Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “Things are getting too serious. The world needs more ‘LOL’. Mirinda is this bright playful spark that ignites your inner 'pagalpanti'. The new set of films liberates that latent mischief and celebrates spontaneous play. Like the pranks you pull in college and social gatherings… it breaks the ice of seriousness and has everyone in splits. It's clean fun… it's madness worth spreading.”

Speaking about the TVC, Asin said, "It feels great to be back in yet another fun-filled campaign by Mirinda. This campaign revolves around unexpected outcomes coming out of what could be mundane situations.  The shoot for the TVC was a lot of fun as everybody on the set was inspired to think of new pranks to play on one another. I'm sure the viewers will love this fresh dose of absolute fun!"

The campaign launch will be supported by a comprehensive 360-degree campaign including outdoor and online activations.

The TVCs:





Creative Agency: BBDO India

Executive Business Director: Rajesh Sikoria

National Creative Director: Josy Paul

Creative Team: Rajdeepak Das, Sandipan Bhattacharya, Hemant Shringy, Namrata Patnaik

Account Management: Gireesh Gupta, Heena Kohli, Roshni Max Hegerman

Director (of the film): Pushpendra Misra

Production House: Flying Saucer

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