MIRINDA – WEEKEND AAYE THO PAGALPANTI CHAYE

2010 Brand Campaign

In 2010, Mirinda launched the ‘Weekend Pagalpanti’ campaign, based on the insight that today’s youth love to spend fun time with their friends and families on weekends, and any unwanted interruption causes annoyance. Mirinda helps young people to enjoy themselves spontaneously and drives away all unwanted weekend interruptions. The campaign was launched with interesting advertising copy, innovative outdoors, radio contests, DTH activation and in-store presence.

Brand History

Mirinda is an international soft drink brand from Spain that was launched in India in 1991.

Mirinda has always been about the irresistible taste of oranges that is now synonymous with the brand. The message was successfully communicated through our 1996 ‘Mirinda Men’ campaign, the 2000 ‘Taste Pe Atka, Mirindaaaa’ campaign and the ‘Taste Aisa Chaye Character Fisla Jaye’ campaign of 2003.

Mirinda evolved to evoke not just great taste but a lot of fun as well. This was conveyed through another spate of memorable campaigns – ‘Fun Ka Naya Mantra, Mirindaaaaa’ starring Asin and Zayed Khan in 2007 and the ‘Pagalpanti Bhi Zaroori Hai’ campaign with Asin in 2008.

In 2009, ‘orange’ was established as the core of the brand with the ‘Orange Dikha Toh Mooh Bola Mirindaaaaa’ campaign.

Brand Advantage

When we think Mirinda, we think orange. But Mirinda has also launched many other fruit flavours. Mirinda Lemon was launched in 1998 with the memorable ‘Zor Ka Jhatka Dheere Se Lage’ campiagn starring Amitabh Bachchan and Govinda. Mirinda has also launched innovative flavors like Apple and Batberry.

In 2008, the brand decided to up the ante and deliver a brand philosophy that would resonate even more strongly with consumers. Consequently, Mirinda adopted a bold and vibrant colour, great orangey taste and sparkling bubbles that encouraged one to be more carefree, spontaneous and playful.

In an effort to give our consumers a great tasting product that delights continuously, we have reformulated and improved the taste of Mirinda, first in 1996, and then in 2002. What’s more, Mirinda is now made without any artificial flavour at all!

QUICK BRAND FACTS

 

• 1991: Mirinda Orange launched in India.
• 1998: Mirinda Lemon launched in India.