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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.
The creative idea borrowed from this insight. We created a platform (www.releasethepressure.in) for the teenagers to express – An Open Letter straight from the heart where they could pour out their fears – not just of exam failure, but fear of letting their parents down.
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.
To generate awareness of #ReleaseThePressure we needed to strike the cords of both parents and Kids. We launched the short film on YouTube masthead which delivered over 200 million impressions so that we could start a conversation amongst parents. It was a mass platform to build awareness and give quick reach to the campaign.
We brought on board credible, influential voices of authority including psychologists, Bollywood parents and teenagers to get people talking about this issue.
Social listening of the responses revealed that users wanted the communication to reach a wider audience. We retargeted users and created like audiences of people who interacted with the communication in the first leg, through Xaxis programmatic platform. Twitter and YouTube masthead were used to encourage users to pledge and to further spread the message.
The campaign was further amplified via
- Teen celebs, were chosen to write open letters
- Other celebs/ parents from Sports and Bollywood like Malaika, Sehwag & Rana
- mycity4kids was used to activate Mom bloggers community
Native articles were used extensively to create awareness.
- Over 27.7 million views on the Short film.
- 154 million people reached and delivered 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.
India’s biggest cricket celebrity Virendra Sehwag and Fashionista Mom Malaika Arora Khan shared their picture with the bottle cap, generating support for campaign.