Chennai, May 07, 2008: Mirinda- the leading orange sparkling drink from PepsiCo, today, nationally announced its new brand positioning – 'Bas ek Mirinda ki doori hai. Paagalpanti bhi zaroori hai'. The new communication says A bit of crazy, infectious fun is important in our stressed, everyday lives". The power pack launch saw the brand ambassador and Tamil cinema's heartthrob Asin unveiling the new communication for the brand.
Present on the occasion, Ms Jyotsna Gadi, Executive Vice-President-Flavours, PepsiCo India said "As we grow older, we become more constrained by societal norms and correct behavior. But each one of us longs to be spontaneous, unrestrained and carefree. Mirinda's great orangey taste, sparkling bubbles, and bold, expressive color celebrate the need for some crazy, infectious fun that lifts our spirits and brings momentary release from our stressed lives."
Speaking on this occasion, Asin said, "Like every movie I choose to be a part of, I had chosen to endorse Mirinda as I was fully convinced about it. I personally feel that the new positioning 'Bas ek Mirinda ki doori hai. Paagalpanti bhi zaroori hai' is a great thought. Mirinda is a lively brand that has a distinctive identity reflective of the attitude and values that I consider important – fun, vibrancy and cheerful."
The new positioning will be supported by a multi media campaign encompassing television, outdoor, print and modern trade in metros and towns across the country. Mirinda will amplify the new idea through a series of TV commercials that also feature Asin. The campaign begins in the second week of May. For the first time the brand will launch all its four television commercials in close duration to build on the new positioning. Acclaimed artistes such as Zohra Sehgal and Sharad Saxena are also a part of the commercials. All the commercials have been shot in Mumbai and are directed by Rajesh Saathi of Keroscene Films. Surjo Dutt was the creative mind on the film from JWT Delhi.
Ms Annie Kishen
Director- Corporate Communications
Mr Mrinall Kanti Dey
General Manager- Corporate Communications
# 098184 49509