In 2017, Mirinda India rolled out a campaign which raised the issue of exam pressure among teenagers. The digital film which was conceptualised by BBDO India earned a lot of acclaim for trying to change the mindset of parents and students in our country.
Now in 2018, the brand has come up with another thought-provoking video under the original campaign and hashtag, #ReleaseThePressure. This film shows how constant comparisons with siblings, neighbours, cousins and friends affect the self-esteem of young students.
In the latest version of the campaign, Mirinda has even tied up with Fortis India and is asking people to contact the latter to discover constructive ways of encouraging teenagers. So, both the brands are not just highlighting an important issue of the society, they are also trying to come up with solutions. And this what had made all the difference for me.
Like the previous films, this one too has been directed by Shoojit Sircar. Looks like the brand is majorly gonna promote this advert on the digital platform followed by other activities at later stages.
Watch the 2018 version of #ReleaseThePressure