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Home » Media » Press Releases » Mirinda Goes In, Pagalpanti Comes Out

Mirinda Goes In, Pagalpanti comes out

~Mirinda celebrates the prankster in all of us~

Launches new campaign with Asin to take ‘Pagalpanti’ to the next level

Link to TVC:

clip_image002.ashxNew Delhi, April 10, 2013: Regardless of your age, you need to have a little fun. And playing harmless gags is the best way to do just that. This season PepsiCo’s popular orange soft drink, Mirinda, takes its notion of fun and ‘Pagalpanti’ to the next level with the launch of the new campaign with brand ambassador Asin. Mirinda puts a twist into orange because - Mirinda andar jaati hai aur Pagalpanti Bahar aati hai’ (Mirinda goes in, PagalPanti come out). It’s guaranteed to make you laugh out loud…

Speaking about the campaign, Ruchira Jaitly, Category Director, Flavours, PepsiCo India said, “Mirinda has always stood for great bold taste that unleashes the spontaneity in everyone and brings alive ‘Pagalpanti’. Taking this thought forward, the new campaign uses pranks to add a spark of mischief to mundane moments of life. Set in 3 different settings, the three films depict how just one sip of Mirinda in brings out the playful and naughty side of our personality.”

Speaking about the new Mirinda TVC, Asin said, "It feels great to be back in yet another fun filled campaign by Mirinda. This campaign revolves around unexpected outcomes coming out of what could be mundane situations. The shoot for the TVC was a lot of fun as everybody on the set was inspired to think of new pranks to play on one another.. I'm sure the viewers will love this fresh dose of absolute fun!"

Speaking about the new Mirinda campaign, Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “Things are getting too serious. The world needs more LOL. Mirinda is this bright playful spark that ignites your inner 'pagalpanti'. The new set of films liberates that latent mischief and celebrates spontaneous play. Like the pranks you pull in college and social gatherings… it breaks the ice of seriousness and has everyone in splits. It's clean fun… it's madness worth spreading.”

The new campaign includes three films featuring Asin playing pranks on unsuspecting people. With ‘Pagalpanti’ at the core, each gag has an unexpected outcome which will surprise any viewer - the first film shows a girl going through security check in a theatre, the second film shows a man putting his laptop through an hotel luggage check conveyer belt & the third film shows a newlywed bride shouting “I love Surya” at an Echo-point with 3 different completely unexpected outcomes. All these films end with Asin talking about the new campaign line ‘Mirinda andar jaati hai aur Pagalpanti Bahar aati hai’ (– Mirinda goes in, PagalPanti come out). Stay tuned, to see what PagalPanti comes out.

The new launch will be supported by a comprehensive 360-degree campaign including outdoor and online activations. Mirinda is available in 200 ml & 300 ml glass bottles, 600 ml, 1 Litre, 2 Litre & 2.25 Litre PET bottles, 330 ml and 250 ml Slim Cans.

Join the pagalpanti at: http://www.facebook.com/mirindaindia

Campaign details:

  • Creative Agency:                                          BBDO India
  • Executive Business Director:                    Rajesh Sikoria
  • National Creative Director:                        Josy Paul
  • Creative Team:                                             Rajdeepak Das, Sandipan Bhattacharya, Hemant Shringy, Namrata Patnaik
  • Account Management:                                Gireesh Gupta, Heena Kohli, Roshni Max Hegerman
  • Director for the film:                                     Pushpendra Misra
  • Production House:                                      Flying Saucer
  • Media Planning:
  • Language:                                                    Hindi, Tamil, Kannada
  • Duration:                                                       30 & 25 sec

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 INR 1000 crore plus brands in India, which are household names trusted across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. 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:

Farheen Khan/ Shanu Vaid                                                                           Nitin Yadav

Genesis Burson-Marsteller                                                                          PepsiCo India

+91 9999026784/ + 91 9873089693                                                         +91 9811278920

Farheen.khan@bm.com | shanu.vaid@bm.com                                      nitin.yadav@pepsico.com