Mirinda launches new film on exam stress, starts student helpline with Fortis
New Delhi: “I’m a loser. There’s no hope for me,” says a 16-year-old boy named Srikanth in the second ad campaign by Mirinda, which aims to highlight the tremendous examination pressure faced by students. The ad is part of PepsiCo India-owned fizzy orange drink’s larger initiative, Release the Pressure, under which the company has also partnered with specialty hospital chain Fortis Healthcare to start a student helpline which will offer counselling services.
The new film, made by advertising agency BBDO India, brings forward the issue of constant comparison by parents which often leads to lower self-esteem among teenagers. Inspired by focused group discussions conducted across the country with students, the film hopes to be a mirror for society and aims to bring attention to students’ distress. It features real teenagers and focuses on the issues of parental pressure, and what happens when parents constantly compare their children to peers, neighbours and siblings.
“Last year when we launched Release The Pressure campaign, we wanted to draw attention to the issue and mobilize conversations around the pressure teens face during pivotal exams. With an aim to renew conversations around the subject, this year, our campaign film bring to the forefront the issue of constant comparison by parents and how it can lead to lower self-esteem among teenagers. Our goal is to help people understand and acknowledge that constant comparison is detrimental to a student’s performance, and, at the same time, give students and parents a realistic solution to help break through the pressure. The Mirinda-Fortis helpline is one such solution that we are introducing. People can connect with a counsellor and discover constructive ways of encouraging their teenagers,” said Gaurav Verma, associate director - flavours marketing, PepsiCo India.
Mirinda will also roll out a 360-degree plan starting with the Release the Pressure digital film, followed by on-ground activations along with radio and print campaign. Over the next few months, the brand also plans to invite people to pledge to Release the Pressure through a series of online and offline partnerships.
“In the latest campaign, we’ve built on last year’s brand idea Release The Pressure by decoding the actions that add pressure in the teenager’s life. One big action or pressure point is the constant comparison that parents use to push their children. The campaign focuses on this unhealthy behaviour that is known to lead to depression in children. The campaign encourages parents to discuss constructive ways to support their children, especially during exam time,” said Josy Paul, chairman and chief creative officer, BBDO India.
Brands are in hyperactive mode cashing on the examination fever. Recently Horlicks did a campaign Fearless Kota talking about mad race to secure a rank in engineering and medical exams. Last year, Tata Tea also did an ad talking about exam stress which often leads to depression and suicidal tendencies, among teenagers.
Meanwhile, Bournvita also created a campaign Tayyari Har Exam Ki , which featured a school principal explaining to parents why good grades are not insurance to success in life.
Noting that Mirinda has taken a step ahead by launching a helpline, Deepak Singh, chief creative officer at advertising agency The Social Street, said this is the right time to deliver a crucial message.
“At a time when examinations are just round the corner, I think this is the perfect message to give parents. Though I feel, it’s not a new thing to say. It could have been more real in terms of execution,” he said.
Singh said campaigns like Bell Bajao, which talked about domestic violence, as well as Bournvita - Tayyari Har Exam Ki have handled the problem with a nice Indian insight, and have given a positive spin to it, with a brilliant cast as well. “I think these few things were missing in the Mirinda film,” he added.
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