Chennai, December 6, 2012: Go ‘Galatta’ this season, as PepsiCo’s popular orange soft drink Mirinda, packs a punch with its new exciting flavours. In addition to its classic Orange taste, Mirinda introduces two refreshing flavours - Apple and Grape. With the promise to tickle your taste buds, Mirinda fun and pagalpanti multiplies with the three fantastic flavours and colours which beautifully blend old with new. The launch takes forward the legacy of Mirinda to surprise while adapting to modern trends and taste.
The new campaign is also in line with Mirinda’s unique ability to present the traditional spiked with uncontrollable fun and freshness. The Mirinda galatta gives everything original, an unexpected and hilarious twist.
The two new flavours are being launched with a quirky ad film which is a colourful and remixed rendition of the legendary song sequence from a classic blockbuster “Moondru Mudichu” and features leading actress and Mirinda brand ambassador, Asin. Directed by the National Film Award winning Tamil Director, Gautham Menon, the ad recreates the classic love triangle from the film and sees Asin in a boat where her two suitors are vying for her attention. As they try to outdo each other, the drama unfolds with a unique Mirinda twist. The soundtrack of the ad is a catchy and modern remix of the classic track "Vasantha Kala Nadigalile".
The main film is supported by two shorter edits that have Asin trying to get rid of either of her suitors to grab the irresistible Apple and Grape Mirinda from their grasp.
Speaking about the launch, Ruchira Jaitly, Executive Vice President - Marketing, Beverages (Flavours), PepsiCo India said, “Mirinda has always stood for great unique taste that brings alive the Galatta packed moments, and these two new fruity flavours add to the brand’s essence that is unlimited fun and full of madness. These flavors add local familiarity to a bestselling global drink and with this we hope to dial up consumption frequency and penetration for the brand.”
Speaking about her experience shooting the new Mirinda TVC, Asin said "Mirinda is me. Totally fun and spontaneous. It is the same fizzy fantastic drink in two new tantalizing flavours. I love shooting for Mirinda ads, they are thrilling, exciting and challenging experiences. This time I am working again with the brilliant Gautham Menon, who adds his signature style to the classic song sequence. To play the role played by the iconic superstars in the landmark song sequence of South Indian Cinema is both riveting and rewarding.”
Director, Gautham Menon, commented, “When I was approached with the challenge of remaking the iconic boat song sequence from Moondru Mudichu, I literally jumped at the opportunity. This is a modern, comic and colourful take on a classic black and white romantic song. This ad film will add new flavour to the timeless original just like the two new Mirinda flavours.”
The launch is supported by a robust 360-degree campaign including radio, cinema, online and an innovative consumer engagement programme.
Available in Tamil Nadu and parts of Karnataka and Kerala, the new flavours are available in 200 ml glass bottles and 600 ml pet bottles.
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 extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted 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:
Karishma Kataria / Farheen Khan Nitin Yadav
Genesis Burson-Marsteller PepsiCo India
+91 9711209880/ + 91 9999026784 +91 9811278920