Parental pressure is one of the leading causes of depression and suicidal tendencies among teens in India. Every hour a young life is lost because of this. Parents put so much pressure on teens about grades that it makes the teens bottle up and not communicate with the parents.

However, in February 2017, a month before the high-pressure annual exams, Mirinda a playful PepsiCo beverage, stepped forward to give students a voice. The brand launched #ReleaseThePressure -  a nationwide campaign to bring the issue out in the open.

We urged students to write open letters to their parents. A hard-hitting digital film with these authentic letters was then released with the issue soon becoming the number one topic of nationwide debate. The brand underlined its commitment by turning its 11 million bottles into media. Authentic open letters appeared on all Mirinda bottles and the cap soon became an iconic symbol of the movement.

On the opening day of India’s biggest high-pressure exams, 2.75 million stickers were released for parents to show their resolve. Psychologist joined the campaign to offer free advice online.

India connected with the message, making Mirinda the most loved brand for teens and an unlikely agent of change for millions of teenagers.

In patriarchal India, mothers are criticized by their family when they try to discipline their male child. All Out is a mosquito repellent that stands for tough protection.

So, the brand decided to fight fire with fire by changing patriarchal India with a patriarch who challenges his own family and stands up for his daughter-in-law.

The movement began with a hard-hitting film, that showed a mother facing harsh criticism from her own family for disciplining her 8-year old son.

This tore through the social fabric of the nation, as India took notice. People took it upon themselves to grow the discussion and spread the message. Leading TV channels came forward.

Influential Indians grew the conversation. Akshay Kumar, a Bollywood celebrity activist, was the first to tweet about it.

Even the Prime Minister spoke up. It became the face of positive change in a country dominated by patriarchy.

Mirinda has been leading the conversation against parental pressure in India. In 2018, a hard-hitting film about teenagers internalizing the harsh comparisons made by their parents, shook the nation.
Comparison Adds Pressure #ReleaseThePressure got Indian parents to realize the detrimental effects of comparison on young minds.
This triggered a nationwide discussion.
Mirinda then tied up with the psychologists at Fortis Healthcare, one of the leading chain of hospitals in the country and came up
with a helpline making psychologists available to every Indian home. In just one month, calls on the Mirinda-Fortis Helplinewent
up from 150 to 700 per day.
Then help came from the most unexpected source - The Prime Minister, who raised the issue of comparison in his LIVE address
to the nation. In a historic move, the Human Resource Ministry announced the reduction of NCERT syllabus by half from 2019.
A problem that had never been acknowledged before, became an eye-opener for parents and society at large.

Ford India’s campaign – Discover the More in You – does not just convey the world-class features or value that a Ford UV like EcoSport, Freestyle or Endeavour possess. Instead, it goes on to celebrate the spirit of a changing India where UV owners are fueling discoveries of their inner selves and making a difference to the world around them. 

Through a series of three thought-provoking and emotional stories, the campaign touches upon the pertinent issues from our society, requiring discussion and debate. The campaign shows the owners taking actions, and being the change needed to build a better India. 

The all new SNICKERS® ALMONDS offers a base of nougat and crushed almonds, topped with a layer of diced almond mixed with caramel and enrobed with chocolate.

Traditionally associated with boosting brain power, Almonds have always been a favourite of every Indian home. SNICKERS® ALMOND builds on this and highlights that hunger leads to forgetfulness which further leads to all kinds of irresponsible behavior. Therefore for every hungry brain SNICKERS® ALMOND is the answer.

The tagline ‘No Bhook. No Bhoolna’ takes a spin on the brand’s global proposition of ‘Who Are You When You Are Hungry? and urges people to step up and take responsibility in their respective spheres of daily life. 

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HP found that parents print out their children’s assignments in the office free-of-charge, as they are dissuaded by the recurring cost of home printing, perceived inconvenience. While they secretively use the office printer for printing, they also feel ashamed of others noticing their frugalness. 

The TVC’s protagonist, behaving as a ‘Chhupa Rustom’ (Someone who acts deceitfully), is repeatedly caught by office staff and colleagues who remind him that he is saving only 10 paise per print. 

 PNB MetLife has launched its new brand campaign, #ShedTheWait, in association with brand ambassador PV Sindhu, the Ace badminton player and Olympic medallist. The campaign urges its audience to stop letting the responsibilities of tomorrow become a burden today.

The film showcases a P V Sindhu requesting  people to check their weight on the weighing scale. Appalled users find themselves with exaggerated weight - more than their actual weights. This is when Sindhu explains them the weight includes the burden of their responsibilities. The consumers thus need to get rid of their exaggerated weight and ‘Shed The Wait’.  With a partner like PNB MetLife by their side to protect their family, they can live their life to the fullest today and have a secured future.

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CHALLENGE 

Get parents of 3 to 5yr olds, to start investing for their child's education early in life. 

(An insurance Child Plan is an investment product that allows parents to systematically invest for their child's higher education.)

SOLUTION

We turned the telephone into a time machine and made live calls to parents of 3 to 5 year olds, from the future.

First we conducted a painting competition in preschools with the topic 'What I want to be when I grow up'. We then used the names of the kids along with their dream professions and brought them to life with personalized calls to their parents... from the future! The voice the parents heard on the other end was a grown up version of their toddler, calling them from her college graduation ceremony, thanking them for planning her education finances early in life. The call also had a response mechanism built in, where in one could opt for a call back from an Aviva advisor.

RESULTS

3000 calls till date. Activity is still on.

6 out of 10 requested a call-back.

2 out of 10 decided to invest in a child plan.