Mirinda’s objective was to appeal to its target market – teens – through an approach which is contradictory to Sprite’s ‘Clear Hai.’ Quite unlike Sprite, Mirinda believes that ‘Pagalpanti Bhi Zaroori Hai,’ and its campaigns reinforce this idea as well. Their objective was, therefore, to connect with urban teens on both ATL and BTL platforms through a contest that required the audience to share ‘pagalpanti’ ideas that are similar to their present Pagalpanti Bhi Zaroori Hai TV ad-campaign with southern belle, Asin.

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