Mirinda launches new campaign

Company release, March 9, 2005

New Delhi

Mirinda, the most popular flavour drink in the country, has kicked off its initiatives for the summer of 2005 with a new TV campaign, bringing a new spin to the Bollywood style gang wars.

According to Ms. Punita Lal, Executive Director (Marketing), Pepsi Foods Pvt. Ltd., “Mirinda Orange has been a dominant leader in the flavour market due to its huge popularity amongst consumers. The Mirinda ‘taste’ has always been popular amongst consumers. The new Mirinda campaign stays within the same ‘Best Taste’ construct, but extends the story in a refreshing format.”

Conceptualised by Pepsi’s ad agency JWT, and made by Rajesh Krishnan of ‘Foot Candles’, the 40-sec TVC depicts how the tempting taste of Mirinda causes the protagonists to just momentarily lose their intentions, and throws a hilarious spin on the gang wars. The ad is being shown on all mainline TV channels.

Consolidating its leadership position in Mumbai, Mirinda, recently unveiled two new, limited edition flavours especially for consumers in the city. Mirinda Strawberry and Mirinda Apple are now available across the city in two pack sizes – 200-ml returnable glass bottles (RGB) and 600-ml PET - at Rs 6/- and Rs 18/- respectively.

The new flavours are being communicated to consumers through various medium, including print ad, point-of-sale (POS) and other outdoor merchandise and radio.

Mirinda was introduced in the Indian market in 1991. In 1996, Mirinda Orange was re-launched with the memorable three orange men ad. The new splash logo for Mirinda was launched in 2000, along with the new tagline “taste pe atka”. The current Mirinda tagline ‘Taste Aaisa Chhaye Character Phisla Jaye’ has caught the imagination of consumers and become extremely popular,

For queries, please contact:

Annie Kishen, executive vice-president,

Corporate Communication

Tel No: 95124 – 2357077