Mirinda #ReleaseThePressure

Parental pressure is one of the leading causes of depression and suicidal tendencies among teens in India. Every hour a young life is lost because of this.
In a highly hierarchical society like India, it is very difficult for teenagers to speak out and answer back to their elders. The Mirinda creative strategy has been focused on giving a voice to Indian teens. So, in February 2017, a month before the high-pressure annual exams, Mirinda stepped forward to give students a voice. The brand launched #ReleaseThePressure – a nationwide campaign to bring the issue out in the open.We urged students to write open letters to their parents. A hard-hitting digital film with these authentic letters was then released, with the issue soon becoming the number one topic of nationwide debate.

On the opening day of the exams, 2.75 million stickers were released for parents to show their resolve. Eminent psychologists joined the cause by offering free advice online. India connected with the message, making Mirinda the most loved brand and an unlikely agent of change for millions of teenagers.

Impact:

1.57mn parents pledged to #ReleaseThePressure
35mn video views in just one month with 649mn total impressions on the campaign.
The consumer engagement increased by 1100% with 138 times higher conversation.