#ReleaseThePressure - is a movement committed to give teenagers a momentary release from the stress of exam pressure and parental expectations.

Research shows frequent breaks between studies to be an effective way of releasing the pressure. Therefore Mirinda worked closely with the psychologists at Fortis Hospitals, and turned tools that add pressure into tools that release pressure. Mirinda urged students to take frequent breaks while studying to ease the pressure.

To bring alive the idea visually, Mirinda created ‘Frequent Break Notebooks’ to remind children and parents, the importance of taking frequent breaks between intense study sessions. Every 10th page had something fun, allowing students to take a break and get their mind off studies for a few minutes – to release the pressure.

Every 10th page of the notebook had something fun, allowing students to take a break and get their mind off studies for a few minutes – to release the pressure.

It included mandala coloring, origami, LOL jokes, and games that take you outdoors for a bit.

Thousands of copies were printed and distributed across education centers.

An issue bubbling below the surface for the longest time, finally got its due acknowledgement. Mirinda not only became the voice of the teens but showed parents a beautiful way to support their kids.

Consumer engagement went up 1100% as conversation around Mirinda grew 138x higher than the nearest beverage brand

Over 193 media articles were written in support of the awareness created by the brand

The digital film was viewed 35 million times in just one month, generating over 649 million free earned impressions

More importantly, 1.57 million parents across the country pledged to release the pressure this exam season with Mirinda

Making Mirinda the most loved brand for teens and an unlikely agent of change for millions of teenagers needing a release this exam season.