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Teenagers in India have faced a slew of parental pressures. Strongly rooted in tradition these have taken the form of rigid expectations around career paths often leaving teens helpless. Often the consequences have been fatal, leaving teenagers on the brink of desperation. WHO in a study ranked India among top 3 globally on teen suicide.
The real issue being Teenagers found it increasingly difficult to approach and have a conversation with their parents.
Considering Mirinda as a brand stood for making stressful situations lighter through play and mischief it had a strong opportunity to start a new conversation. Couldn’t it now use this light hearted touch to break ice between teens and parents on issue of excessive parental pressure?
Our consumer immersions with teenagers revealed an antiquated parenting style where obsession with marks remained strong. An intervention was needed as India has 2.5mn teenagers who appear in exams every year. A few had even written letters to their parents expressing their fears and thoughts of suicide but were too afraid to share them.
Using this insight, we created a platform for the teenagers to express – An Open Letter where they could pour out their fears – not just of exam failure, but fear of letting their parents down.
To generate awareness of #ReleaseThePressure we launched the short film on YouTube masthead post which we could start a conversation amongst parents.
We brought on board credible, influential voices of authority including psychologists, Bollywood parents and teenagers to get people talking about this issue.
A microsite along with a missed call number was introduced to take the pledge. 120 million bottles were put in the market having open letters from kids, urging parents to take the pledge.
Social listening of the responses revealed that users wanted the communication to reach a wider audience. We put this film on TV for 3 days across Prime-Time news channels. A missed call number was used in all the communication through which the user could record pledge.
To drive engagement, we tied up with Red FM across top 10 metro cities. We dominated the station during primetime for 2 weeks, where RJ’s talked about the campaign urging parents to take the pledge.
We retargeted users and created like audiences of people who interacted with the earlier communication through Xaxis programmatic platform.
The campaign was further amplified via
- Facebook, Twitter and YouTube
- Teen celebs, were chosen to write open letters
- Celebs/ parents from Sports and Bollywood like Malaika, Sehwag & Rana
- mycity4kids activated the Mom bloggers community
- Native articles created awareness
On the day of the board examination we had leading newspapers carry over a million motivational stickers that could be stuck on their kid’s exam boards as a reminder/pacifier.
- Over 27.7 million views on the Short film.
- 154 million people reached with 649 million impressions.
- 1.5 mln parents pledged to release the pressure.
- Mirinda generated 99.9% positive conversations. These conversations were 138 times more than the nearest beverage brand.
- PR value of more than 1.8 million dollars.
India’s biggest cricket celebrity Virendra Sehwag and Fashionista Mom Malaika Arora Khan shared their picture with the bottle cap, generating support for campaign.