MSS01. Branded Content

The Shortlist
CAMPAIGN
Breaking the deafening silence – Mirinda Release the pressure
AGENCY
Mindshare Haryana
CLIENT
Pepsi Co.
BRAND
Mirinda
DETAILS
The WHO ranks India among top 3 globally on teen suicide. A leading cause for suicide was exam time pressure, put by Indian parents themselves, in a society that over-emphasized on academic achievement. 
 
Mirinda’s release the pressure campaign got Indian parents to acknowledge their role in pressurising teenagers – a first for a society where parental expectation are considered sacrosanct. Through a digital-led campaign, we provoked a conversation, got stakeholders together and created a space for parents & teens to really open up with each other. 1.57 MN parents pledged to stop pressurizing and start listening, really listening to their children.
CAMPAIGN
Nicotex - I Can You Can
AGENCY
Mindshare Mumbai
CLIENT
Cipla Inc.
BRAND
Nicotex
DETAILS
India is home to 12% of the world's smokers. Quit smoking communication has traditionally used a negative approach highlighting the ill-effects of smoking; and this is today a blind spot for smokers. Nicotex sought to expand the quitting smoking category by creating a unique, more believable content centric approach that made the quitting journey positive, engaging, entertaining and more believable by using smokers and quitters together in a first of its kind adventure reality show.
 
Televised on National Geographic and the VOD platform VIU, this show has created a never seen before template for quitting smoking communication.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters