Mirinda has played the madness card for quite some time now. With brand ambassador, Asin, playing the cheerful quirky female lead, earlier campaigns have always shown how madness or 'Pagalpanti' attacks those who take a sip of Mirinda. To welcome audiences with direct engagement to this mad-mayhem, BBDO has designed a set of two new campaigns featuring Asin. The TVCs are youth oriented and talk about doing things with a twist.
While the first TVC opens in a bowling alley, the second takes place at a table tennis stadium. Kids in the bowling alley are seen enjoying themselves - chatting, playing and drinking Mirinda. What sets it apart is that instead of a bowling ball, the teams are using two boys to roll down and knock out the pins, or in this case, Mirinda bottles. The second one shows two youngsters playing TT with a foam hand attached to their heads. Both TVCs promote the madness factor that Mirinda takes pride in.
Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, "Everybody has a pagalpanti story that they remember, something that gets us all ROFL (rolling on floor laughing). Our campaign triggers these real life LOL (laughing out loud) moments by creating a platform that gets consumers to engage. We are expecting millions of fun stories. Watch out for the next edition of the Mirinda Pagalpanti League!"
In an interesting twist, the TVCs also invite audience to send in their TVC ideas in the form of text, audio and video. They can send in through SMS or Whatsappp, and the best ideas would be made into ads by the brand.
Mirinda, which believes in limitless fun that you can have with friends, started this contest from February 28 and will keep it open till April 24. Every two weeks, Mirinda will announce four winners whose ideas will be turned into TVCs. With this campaign they want to prove that Mirinda lets one enjoy the moments of life where you can laugh out loud, let your hair down and be completely mental if you so please.
Ruchira Jaitly, Senior Director - Marketing, Social Beverages, at PepsiCo India, said, "Mirinda campaigns are always fun, coupled with a spark of pagalpanti. Taking the legacy forward, we are now inviting the consumers to share their absolute fun moments with the world and cheer for pagalpanti. Each one of us has done some pagalpanti at some point of time and with the latest campaign we are bringing that alive to delight Mirinda lovers. After a successful launch of Mirinda Apple flavour this year, we look forward to a great consumer response to this campaign. We are confident that consumers will enjoy this pagalpanti twist."
Ashim Ahluwalia of Future East Film who directed the films said, ""When I read the scripts, I knew this was going to be a mad, fun project. Mirinda is a brand associated with pagalpanti, good times and humour - all ideas I relate to. And I loved the simplicity of the line 'Pagalpanti bhi zaroori hai.' I wanted to make the films kind of crazy, but also more youthful. All in all, it was a super smooth time working with the client and BBDO because we were all on the same page."
Agency: BBDO India
Chief Creative Officer: Josy Paul
Executive Creative Director: Sandipan Bhattacharyya
Copywriter: Harsharan Vir Singh
Art: Bharat Khare, Rajesh Kumar, Malvika Srivastava
Vice-president: Rajesh Sikroria
Account management: Gireesh Gupta, Sachin Bhardwaj
Planning director: Roshni Hegerman
Production house: Future East Films
Director: Ashim Ahluwalia
Producer: Priyanka Bangia
DOP: Tapan Basu
Media Planning: Mindshare