Brief Explanation

We asked kids across India to write open letters to their parents describing how they feel under pressure. As emotional letters poured in from across the country Mirinda did the unthinkable by turning its 11 million bottles into media. Mirinda re-designed the bottle labels on 11 million of its bottles to carry authentic emotional open letters that were sent in by children. The cap of the bottle carried the message - ‘Release the Pressure’ to nudge parents in an empathetic manner to ease the pressure by twisting off the cap and holding it up to pledge their support to the cause. It became an iconic symbol of the movement. Millions of parents, including celebrities, turned the cap and posted their promise to release the pressure on social media. Television, internet and on-ground activation programs nudged more and more parents to turn the cap and pledge.