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 Release The Pressure Campaign 

 
Date of Publish - Wednesday, 13th December 2017

RELEASE THE PRESSURE CAMPAIGN


Digital campaigns have been a vital part of marketing strategies in India as well as abroad. I would like to elaborate on the most impactful campaign in India in 2017 tagged as #releasethepressurecampaign.

This campaign was launched by Mirinda, drink from the Pepsi Co. brand which pledged to help the students especially between the age group of 14-21 to bring out their exam stress and pressure in front of the world in general and in front of their parents in particular. Though this campaign was launched in the month of February, this is one of the campaigns which had a profound impact on teenagers and was still in force before a few months.

The campaign began in the form of a short film featuring students who wrote to their parents about the mental agony which they go through during exams. This is one of the most relevant digital campaigns because it tried to deal with the constant pressure which students face from peer groups as well as their parents.

If we observe the  reports, suicide rates due to this pressure have taken huge leaps where innocent children give up their lives just because they are unable to compete with other students of her age.

This problem is so closely interwoven with our everyday lives that locating and therefore questioning it becomes difficult. With the tagline “no more pressurepanti, only pagalpanti”, this campaign changed and saved the lives of million students. The short film reached millions of parents who realized what their children go through when they pressurize them to during their examinations. To reach a larger number of people mirinda started printing its wrapper with letters containing the thoughts of such students who want to inform their parents about this. This was not only a digital campaign but an emotional way of connecting the teenagers to their parents. This campaign received wide acceptance abroad where it won a silver medal at the Cannes lions 2017.

Author :
Sreerupa Biswas IMIA017
 

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