The Campaign

#ReleaseThePressure - is a movement committed to give teenagers a momentary release from the stress of exam pressure and parental expectations. Research shows frequent breaks between studies to be an effective way of releasing the pressure. Therefore Mirinda worked closely with the psychologists at Fortis Hospitals, and turned tools that add pressure into tools that release pressure. Mirinda urged students to take frequent breaks while studying to ease the pressure. To bring alive the idea visually, Mirinda created ‘Frequent Break Notebooks’ to remind children and parents, the importance of taking frequent breaks between intense study sessions. Every 10th page had something fun, allowing students to take a break and get their mind off studies for a few minutes – to release the pressure.

Creative Execution

The brand launched ‘releasethepressure’ - A nationwide campaign to bring the issue out in the open.Television spots, internet film and on-ground activation programs nudged more and more parents to open the bottle and release the pressure. Psychologists from Fortis Hospital joined the campaign. Mirinda and its distribution partners TURNED A TOOL THAT ADDS PRESSURE INTO A TOOL THAT RELEASES the PRESSURE Thus was created The Frequent Breaks Notebook’. Every 10th page had something fun, allowing students to take a break and get 'The Frequent Breaks Notebook’. Every 10th page had something fun, allowing students to take a break and get their mind off studies for a few minutes – to release the pressure. It included mandala coloring, origami, LOL jokes, and games that take you outdoors for a bit. Thousands of copies were printed and distributed across education centres. The frequent breaks note books was well received by students.

Indication of how successful the outcome was in the market

An issue bubbling below the surface for the longest time, finally got its due acknowledgement. Mirinda not only became the voice of the teens but showed parents a beautiful way to support their kids. Consumer engagement went up 1100% as conversation around Mirinda grew 138x higher than the nearest beverage brand Over 193 media articles were written in support of the awareness created by the brand The digital film was viewed 35 million times in just one month, generating over 649 million free earned impressions More importantly, 1.57 million parents across the country pledged to release the pressure this exam season with Mirinda Making Mirinda the most loved brand for teens and an unlikely agent of change for millions of teenagers needing a release this exam season.

For 2017 the brief was to give Mirinda playfulness a meaning. Instinctively, the insight revealed itself. Playfulness matters the most to diffuse a stressful situation. We heard from teens, across India, on the stress points in their lives and saw one common theme: parental pressure during exams. In India high school exams are seen as the end all in a teenager’s life. It is seen as the turning point towards a better future. Parents put extreme pressure on their kids to excel without realizing the serious negative effects on their kids’ mental health. Reports suggest, parental pressure is the leading cause for suicide and depression amongst teenagers, especially during Jan-Mar, the time for final exams in India. Mirinda had at last found a relevant role as the antidote to this massive social ill by speaking up for the silent students and giving their hidden stress a voice with #ReleaseThePressure.