Arati Rao
Feb 08, 2012

Mirinda launches two new flavours

Watch the TVC created by JWT India

wide player in 16:9 format. Used on article page for Campaign.

Mirinda will launch two new flavours, Mirinda Orange Mango and Masala on 10 February 2012.

Ruchira Jaitley, executive vice president – marketing, beverages (flavours), Pepsico, said, “In the past, we have innovated with fruit flavours like Mirinda Apple and Strawberry; the new flavours had a very local development for the Indian palate. We did a lot of work in terms of talking to consumers, finding out flavour ideas, developing them and testing these ideas in sensory research to come back with what we think are going to be the most ‘unputdownable’ experiences, that build the core brand equity as well.”

On the campaign created by JWT, Jaitley said, “The communication around the core premise of ‘Pagalpanti’, is that the flavours are so tasty that you can’t put them down, and that’s what leaves you completely breathless.”

In the TVC, created by JWT India, the chief guest of a college function is dismayed when he doesn't find the media to welcome him, and rudely brushes aside the customary welcome garlands. Brand ambassador Asin (who plays a student) decides to put him in his place, and along with the principal, escorts the chief guest around the college, where he keeps encountering men and women who are gasping for breath (in an exaggerated manner). The chief guest is scandalised by the scene. When he finally reaches the auditorium, where all the students are gasping in unison, Asin offers him the new flavours of Mirinda. He and the principal down their bottles without pausing for breath, leaving them gasping as a result. She clicks a picture of them in that state, which gets published in the newspaper with the headline "Caught in the act". Asin says at the end, "Paagalpanti bhi zaroori hai."

The launch is supported by a 360-degree campaign including outdoor, online and a consumer engagement programme called the "Taste Twister Challenge".

Credits:

Client: Pepsico
Creative agency: JWT India
Executive business director: Saurabh Saksena
National creative director: Swati Bhattacharya
Director of the film: Raju Hirani
Production house: Canvas Films
Design house: Ray and Keshavan
Media planning: Mindshare

Source:
Campaign India

Related Articles

Just Published

17 minutes ago

Canva's not-so-casual pivot to campaign command

Design tool? Think again. The latest Canva Create rollout pushes into campaign creation, content localisation, and AI-powered production workflows—at scale.

4 hours ago

Valerie Pinto to join APCO in October '25

Pinto to lead APCO’s India operations and be responsible for the company's strategic corporate business across Asia.

5 hours ago

Dentsu South Asia appoints new leaders

Global agency network to integrate creative, media, and client services under a unified Media++ strategy.

6 hours ago

Samsung Ads, Magnite partner to enhance streaming ...

The South Korean TV OEM player will leverage Magnite Access for programmatic monetisation.