Comparison Adds Pressure #ReleaseThePressure

In 2017, Mirinda raised the issue of parental pressure due to exams into the spotlight. A year later, we went deeper. We went beyond the issue and investigated the tools through which parents put pressure on their kids. The most potent and damaging tool was constant comparison of kids by parents and extended family. Well-meaning family members compared their kids to others to motivate them. But this comparison had a deep psychological impact on the kids. It caused loss of confidence and impacted their self-esteem.

Mirinda decided to become the voice of Indian teens who were constantly being compared. And thus, was born - Comparison Adds Pressure #ReleaseThePressure.

The brand kicked off with a hard-hitting film. But Mirinda decided not only to raise the issue, but also provide a means to address it. Mirinda partnered with one of India’s top hospital chains: Fortis Hospitals - and launched a helpline number to address the issue of teenage stress. Mirinda turned its 90 million bottles into a calling card - every bottle carried the helpline number on its label. The brand also collaborated with Navneet – India’s leading notebooks manufacturer and Veer Das a popular stand-up comedian to create the frequent-breaks notebooks. And then help came from the most unexpected source. The Prime Minister. The HRD ministry announced the reduction of the NCERT syllabus by half from 2019. Thus, releasing the pressure for students from 1st grade to the 12th grade. In just over a year, an issue that nobody was talking about went from awareness to nationwide action. 

Impact:

The film was viewed more than 46 million times on YouTube alone and received 96% positive sentiments.
The calls on the Fortis helpline number increased from 150 to 700 calls per day.
Over 254 media articles were written in support of the awareness created by the brand.