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

It aims to drive actual behavioral change by inviting parents to take a pledge to ‘Release the Pressure’ on their children.

In a movement to become the voice of teens, we were committed to stay real.

We started by asking hundreds of kids across India to write heartfelt open letters to their parents describing how they feel under pressure.

Emotional letters poured in from across the country making us realize the volume of this hidden stress.

Mirinda decided to use it’s most valuable asset – the bottle label into a medium of brand activism and change.

11 million Mirinda bottle labels carried an authentic open letter from the children.

The cap of the bottle carried the message ‘Release the Pressure’ cleverly persuading the parents to ease off.

The cap became an iconic symbol of the movement as television, internet and on-ground activation programs nudged more and more parents to turn the cap and pledge.

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.