Mirinda – Weekend Aaye Tho Pagalpanti Chaye
2010 Brand Campaign:
Mirinda in 2010 launched the “Weekend Pagalpanti” campaign stemming from the insight
that the youth of today love to spend fun time with their families on a weekend,
but any unwanted interruption causes annoyance. Mirinda helps the youth to have
some spontaneous fun that helps to drive away the unwanted weekend interruptions.
The campaign was launched with an interesting advertising copy, innovative outdoors,
radio contests & DTH activation and instore presence.
Brand History
Mirinda is an international soft drink brand from Spain that was launched in India
in 1991.
Mirinda has always been about a great irresistible orange taste, which is now synonymous
with the brand. These were communicated through our great of “Mirinda Men” in 1996
or with the campaign of “Taste pe Atka, Mirindaaaa” in the year 2000 or “Taste Aisa
Chaye Character Fisla Jaye” in 2003.
Mirinda then evolved to ladder up the great taste to great fun with another spate
of memorable campaigns of “Fun Ka Naya Mantra, Mirindaaaaa” starring Asin & Zayed
Khan in 2007 & “Pagalpanti bhi Zaroori Hai” campaign with Asin in 2008.
In 2009, Mirinda became synonymous with “Orange” as the core of the brand with the
campaign of “Orange Dikha toh Mooh Bola Mirindaaaaa”.
Brand Advantage
Now when we think Mirinda, we think orange. But this soft drink brand has launched
many other fruit flavours from time to time; Mirinda Lemon was launched in 1998
with memorable campaign “Zor Ka Jhatka Dheere se Lage” starring with Amitabh Bachchan
& Govinda. Mirinda has also launched many other flavors like Apple & Batberry, as
innovative flavor offerings for the evolving consumer.
In 2008, the brand decided to up the ante on the brand from a being led by physical
attribute-taste, to deliver a brand philosophy that resonates with the audience.
Now, Mirinda's bold and vibrant colour, great orangey taste and sparkling bubbles
encourages one to be more carefree, spontaneous and playful.
With an endeavour to give our consumers a great tasting product to delight them
continuously, we have reformulated & improved its taste - first in 1996, then in
2002. And what’s more, Mirinda is now made without any artificial flavour in it!!!