BBDO India’s ‘Release the Pressure’ for Mirinda wins top honours at the 20th FAB Awards
BBDO India, known for its national and globally acclaimed work across brands, has further increased its metal tally for this year with a FABulous performance at the FAB Awards held in London night. The agency bagged the Grand Prix, or the FABulous Award, for its work on “Release the Pressure” for Mirinda, in the Integrated Campaigns category. Mirinda also picked a Gold (FAB Award) in the same category. The agency also won a silver for Mirinda in the Online Marketing category and a Silver for Quaker Oats #FuelForTheRealFit in the Effectiveness Category for Online Marketing.
The FAB Awards is an International Awards programme focused entirely on work done for Food and Beverage brands. Celebrating their 20th year, The Awards has taken entries from many clients, every leading agency network, and many important challenger agencies from over 60 countries around the world.
Ajai Jhala, Chief Executive Officer – BBDO India (pictured above), who collected the awards, said, “How did Mirinda go where no brand in the country had ever dared to? Vipul Prakash (CMO PepsiCo Beverages) and Josy Paul made a pact to break new ground on Mirinda a couple of years ago when both of them were at Cannes. Back in India, Josy led a joint workout session and in a moment of madness made everyone resign from their roles and titles. This unfettered freedom led us to a totally unaddressed but hugely relevant social issue simmering under the social fabric of society – parental pressure to achieve academic excellence. Of course the clients had to subsequently reclaim their roles and titles to approve such a revolutionary idea and move their entire system to put the idea not only on social media but also on 11 million bottles!”
Ritu Sharda, Senior ECD of BBDO India (North), was ecstatic, “Mirindaaaaaaaaaah!!!!!!!!! Aaaah the joy of spotting the invisible elephant (as Ajai calls it) of parental pressure. The absolute pleasure to be the voice of millions of teens. The courage of a client to take something like this head on. And the satisfaction of making a difference. Mirinda is a journey towards transformation. And may this journey never end.”
“BBDO India has been at the forefront for the last several years in creating acts and not just ads”. Josy Paul, Chairman & Chief Creative Officer, BBDO India said, “Brands can play a useful role in rearranging society for the better. In the process, they build strong emotional roots and consumer preference and affect buying behavior – which impacts sales and profits positively. We call it ‘creating acts, not ads’. And we are thrilled that this holistic approach is being recognized and awarded worldwide.”
Mirinda’s #ReleaseThePressure is one of BBDO India’s biggest campaigns of 2017-2018 After a spectacular awards debut thus far at the ANDYs and AdFest, the FAB awards win is another step towards cementing BBDO India’s reputation as one of the most influential agencies of the decade.