NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Comparison Adds Pressure

Comparison Adds Pressure | Pepsi | BBDO
Download Download JPG | 2048x1452px
basics
Industry: Non-alcoholic drinks
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Synopsis
In 2017 Mirinda brought the hitherto underground issue of exam pressure on Indian kids into public consciousness and urged Indian parents to #ReleasethePressure. Suddenly, exam pressure became one of the hot button issues in India. The Prime Minister talked of it and many brands jumped on the bandwagon. In 2018, we put the spotlight on another issue faced by Indian teens, which was not talked about widely: The constant comparison to others which Indian kids are subject to. And the immense loss of confidence and self-esteem which is the result. Provocative content, supported by on ground activities (hospital helplines, frequent break notebooks and more) helped to bring this issue into the open. And our campaign had a small part in making the Prime Minister of India to release the pressure on Indian schoolchildren-by reducing the course work by 50%.
Strategy
In a highly hierarchical society like India, it is very difficult to 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. India is very competitive, with over 1.2 billion people fighting for every opportunity. And this competitiveness is most clearly manifest in education. Parents put a lot of pressure on their kids to do well in their studies and compete with other kids. And they use many tools to motivate and put pressure on their kids. The most prevalent tool is comparison. Indian parents often resort to giving example of other children’s accomplishment to motivate their own child. But such comparison often resulted in deep psychological problems-reduced self esteem and stress. And Mirinda decided to bring this issue of Comparison and its psychological implications into the public spotlight.
Relevancy
Comparison Adds Pressure #ReleaseThePressure aims to make parents realize how constant comparison during exams can lead to low self-esteem and loss of confidence of a child. The objective of Mirinda was to become the voice of teens who were constantly being compared by their parents during exams and in association with Fortis it launched a helpline number where parents could talk to counsellors to learn constructive ways of encouraging their teens. The campaign was launched with a hard-hitting digital film which received 47 million views sparking a national debate. Over 254 media articles were written in support of the movement.
Outcome
Mirinda not only became the voice of the teens but showed parents a beautiful way to support their kids. The calls on the Fortis helpline number increased from 150 to 700 calls per day after the release of the campaign. The digital film was viewed more than 46 million times on YouTube alone and received 96% positive sentiments. Over 254 media articles were written in support of the awareness created by the brand.
Execution
The brand kicked off with a hard-hitting film But Mirinda decided not only to raise to 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 their 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 standup 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.
CampaignDescription
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, uncles and aunts. 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.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Sectors > Food & Drink
Latest Updated
Loading...
Sponsor