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Home » Media » Press Releases » Mirinda Presents New Twist On Pagalpanti


Mirinda Presents New Twist On Pagalpanti

Gives consumers a chance to show their quirky ideas

New Delhi, March 7, 2014: Gear yourself up for more madness, more fun, more excitement, because this season, Mirinda launches an all new campaign to bring epic Pagalpanti in the lives of consumers. Post the successful launch of Mirinda Apple flavor, Mirinda is sure to tickle your funny bone with its new integrated campaign. This campaign, the biggest ever consumer engagement program by Mirinda aims to trigger the quirky side of consumers by asking them to send their funny ideas, which stand a chance to be used as a concept for Mirinda TVCs. So don’t think, just put your creative hats on and switch on the pagalpanti inside you.

As part of the engagement program, all you have to do is, send your quirky ideas in the form of text, audio or video bytes through SMS or Whatsapp at 08866988669. You can also log on to Mirinda’s Facebook Page and share your entries at www.facebook.com/MirindaIndia.The contest goes live from February 28, 2014 and will continue till April 24, 2014. Every 2 weeks, Mirinda will announce 4 winners whose ideas will be used to create TVCs. The campaign will see a total of 16 user generated ideas being turned into TVCs.

The campaign features Asin along with a group of friends who are seen inventing their own definition of fun. The first TVC begins with Asin flagging off a quirky game of bowling, wherein instead of bowling balls, youngsters themselves roll in the form of a ball towards an array of Mirinda bottles. The second film showcases Ping-pong like you have never seen before where instead of racquets, contestants use a prop attached to their heads. Both the TVCs end with Asin asking consumers to share their own quirky ideas and the best ideas will be made into TVCs.

Speaking about the campaign, Ruchira Jaitly, Senior Director Marketing, Social Beverages at PepsiCo India, said, “Mirinda campaigns are always fun, coupled with a spark of pagalpanti. Taking the legacy forward, we are now inviting the consumers to share their absolute fun moments with the world and cheer for pagalpanti. Each one of us has done some Pagalpanti at some point of time and with the latest campaign we are bringing that alive to delight the Mirinda lovers. After a successful launch of Mirinda Apple flavor this year, we look forward to a great consumer response to this campaign. We are confident that consumers will enjoy this Pagalpanti twist.”

Josy Paul, Chairman and CCO BBDO India said, “Everybody has a pagalpanti story that they remember. Something that gets us all ROFL (rolling on the floor laughing.) Our campaign triggers these real life LOL (laughing out loud) moments by creating a platform that gets consumers to engage. We are expecting millions of fun stories. Watch out for the next edition of the Mirinda Pagalpanti League.” The communication will be supported by a comprehensive 360-degree campaign and online activation. Join the pagalpanti at: www.facebook.com/MirindaIndia

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crores or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in

For further information, please contact:

Divya Bakhshi
Genesis Burson-Marsteller
Mob:+91 9899888643
Nitin Yadav
PepsiCo India
Mob: +91 9811278920 8