<b>Campaign logic:</b> Plea to parents to stop piling pressure

A new ad by Mirinda presents a sober reflection on the issue of teenagers faced with exam woes

Brand: Mirinda

Budget: Rs 10-12 crore*

Agency: BBDO India

*Industry estimate

Mirinda, the soft drink brand of PepsiCo, has often mounted advertising campaigns in India around the idea of “pagalpanti” or craziness typically directed at youngsters so that they value it as a fun product. But its new campaign has taken a tactical turn to present a sober reflection on a serious issue concerning a core audience for the brand — teenagers faced with the plight of exam pressures.

The advertisement, which was conceptualised by BBDO India and directed by Bollywood film-maker Shoojit Sircar,