Title | RELEASE THE PRESSURE |
Brand | PEPSICO |
Product / Service | MIRINDA |
Category | E02. Small Scale Special Solutions |
Entrant | BBDO INDIA Gurgaon, INDIA |
Idea Creation | BBDO INDIA Gurgaon, INDIA |
Media Placement | MINDSHARE Gurgaon, INDIA |
PR | EDELMAN Mumbai, INDIA |
Production | RISING SUN FILMS Mumbai, INDIA |
Additional Company | GLITCH Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO INDIA | Chairman and Chief Creative Officer |
Ajai Jhala | BBDO INDIA | Chief Executive Officer |
Rajesh Sikroria | BBDO INDIA | President |
Ritu Sharda | BBDO INDIA | Sr. Executive Creative Director |
Anunay Rai | BBDO INDIA | Sr. Creative Director |
Gaurangi Mathur | BBDO INDIA | Group Head - Copy |
Natasha Mehra | BBDO INDIA | Senior Art Director |
Aakancha | BBDO INDIA | Junior Copywriter |
Shubham Minocha | BBDO INDIA | Junior Art Director |
Ninad Satpute | BBDO INDIA | Vice President Planning |
Rashi Jain | BBDO INDIA | Account Director Planning |
Gireesh Gupta | BBDO INDIA | Executive Vice President |
Proteek Dey | BBDO INDIA | Account Director |
Radheyshyam Keshari | BBDO INDIA | Sr. Account Executive |
Manoj K Yogi | BBDO INDIA | ALL INDIA HEAD - PRINT PRODUCTION AND STUDIO |
Shyamsunder Rawat | BBDO INDIA | Deputy Studio Manager |
Angad Singh Negi | BBDO INDIA | Graphic Designer |
Jitendra Pal Singh | BBDO INDIA | Studio & Production Manager |
K V Krishnam Raju | BBDO INDIA | Agency Producer |
Shoojit Sircar | Rising Sun Films | Director |
Ronnie Lahiri | Rising Sun Films | Producer |
Supriya Macwan | Rising Sun Films | Producer |
Vipul Prakash | PepsiCo India | Vice President, Beverages |
Gaurav Verma | PepsiCo India | Associate Director, Flavours Marketing |
Arpita Shankar | PepsiCo India | Senior Brand Manager |
Mekala Gummudi | PepsiCo India | Marketing Innovation Analyst |
Team ESP | ESP Films | Production House |
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.