The Campaign

In emerging India, Teenagers struggle between pursuing traditional ideas of success and embracing emerging ambitions. Mark sheet defines teens only instead of their hunger to discover their passion. In the context of a progressive narrative, our consumer immersions with teenagers revealed an antiquated parenting style where obsession with marks remained strong. An intervention was much needed as India has 2.5mn teenagers who give their exams every year. A few had even written letters to their parents expressing their fears and thoughts of suicide but were too afraid to share them. The creative idea borrowed from this insight. We created a platform for the teenagers to express - An Open Letter straight from the heart where they could pour out their fears – not just of exam failure, but fear of letting their parents down. Media acted like a megaphone that pricked parent’s conscience and forced them to listen.

Creative Execution

We launched the digital film with the YouTube masthead on 16th February. Social listening and qualitative analysis of the responses from the digital launch film revealed that users wanted the communication to reach a wider audience on TV. We managed to put this film on TV for 3 days across Prime-Time news channels which gave context to drive conversation online and scale to the social movement. In the second leg of the campaign we retargeted the users who interacted with the communication in the first leg, we used Xaxis programmatic platform to re-target them to take pledge through banner in the relevant environment. Twitter and YouTube masthead were used to encourage the user to take pledge and to further amplify the concept. Two category of influencers, young celebrities, and celebrity parents, were used throughout to give context and to initiate participation along with native articles.

Over 27.7 million views on the Short film. BestAd.in organically took our campaign which delivered 1 million views. The campaign has reached over 154 million people and delivered 649 million impressions. We received 1,578,915 pledge from parents to release the pressure. 99.9% positive conversations about Mirinda. PR value of more than 1.8 million dollars. (With investment of just 0.7 million dollars) The conversation around Mirinda was 138 times higher than the nearest beverage brand.

To generate awareness of #ReleaseThePressure we needed to strike the cords of both parents and Kids. We launched the short film on YouTube masthead which delivers over 200 million impressions everyday so that we can start conversation amongst parents. It was a mass platform to build awareness and give quick reach to the campaign. To further amplify the communication, we brought on board credible, influential voices of authority including psychologists, Bollywood parents and teenagers to get people talking about this issue. We also introduced the microsite for the campaign along with a missed call number to take the pledge. We also introduced 120 million bottles in the market which will have open letters from kids and urge parents to miss call and take the pledge.