The Campaign

#ReleaseThePressure - is a movement committed to give teenagers a momentary release from the stress of exam pressure and parental expectations. It aims to drive actual behavioral change by inviting parents to take a pledge to ‘Release the Pressure’ on their children. The brand placed an interactive sticker with the message ‘Release the Pressure’ in leading newspapers giving parents a chance to show their commitment towards the pledge.

Creative Execution

We asked teens across India to write heartfelt open letters to their parents describing how they feel under pressure. Emotional letters poured in from across the country. We captured these letters in a hard hitting digital film with teens revealing their innermost feelings to their parents. The film calls on all parents to take a pledge to ‘Release the Pressure’ on their children 11 million bottle labels and bottle caps were utilized to carry the message directly in the hands of every consumer. Mirinda tied up with Fortis Hospitals for live counseling sessions for parents and teens. We also partnered with educational institutions and converted accessories that aggravated the stress into mediums of reducing stress. Notebooks - with breaks on every 10th page. Meditation classes before exams – to diffuse the pressure

Results

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.

#Release The Pressure is a movement committed to give teenagers a momentary release from the stress of exam pressure and parental expectations. The objective of the campaign was primarily to drive actual behavioral change by inviting parents to take a pledge to ‘Release the Pressure’ on their kids. The movement communicated directly with parents to create awareness about the issue by using media which reaches the hands of the consumers. Bottle labels, bottle caps were used to carry the idea. TV, Digital Film and on ground activation further amplified the cause.

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 decided to step forward to make a difference. We decided to call all parents to take a pledge to #ReleaseThePressure on their children.