MAM

New Mirinda ad to 'suck' audiences towards its 'Orangee' taste

MUMBAI: This beverage ad is different from the rest. There are no film stars, no jazzy music and definitely no love birds. Mirinda has more often than not used the common man (bald or otherwise) in its various commercials and its new ad is aimed at wooing the consumers with its 'More Orangee' taste and tagline.

 

Mirinda ads have always been a tad different from the usual cola ads and have a dash of humour in them -- be it the old mother who preferred Mirinda over her son or the 'Hutch-puppy' in a different avatar or more recently the two cool dudes with their respective 'goonda' gangs trying to scare each other until Mirinda lures their gangs away and they are left facing each other alone.

 

 

The new ad for Mirinda to that effect is all set to go on air with its humour quotient intact. The television commercial (TVC) opens with a shot of a young guy with his head on a table tennis table, making a loud suction sound and trying to suck an orange table tennis ball kept on the table. He is however, unsuccessful in doing so. The scene is coupled with a typical sucking sound playing in the background.

 

 

The next shot has the same guy visiting a clinic where he is trying his best to suck an orange flower but again is not successful. The other patients in the clinic are flabbergasted to see this weird action not to forget the same sucking sound that his action brings on.

Next, his apparent victim seems to be an orange coloured basketball in the basketball court. Pushing his too far this time round, the guy is flat on his stomach on the court trying to suck the ball from a distance. It's obvious his efforts were in vain this time round too, not to mention the other players on the court who must be thinking whether the guy had lost his marbles!!

Cut to the guy in an elevator where he notices a girl holding a bag with an orange tag on it. He's squats down in the elevator in a 'frog-about-to-leap' like position and tries to suck the tag but fails to do so as in the other instances. And yes, yet again, the same sucking sound continues. It's a wonder the girl didn't turn around and hit him with the same bag she was carrying!

No, the ad doesn't end here… the next victim is an orange dinky Beetle car on a table, which the guy is now trying to suck and not without the sucking sound in the background. The shot continues with the guy managing to move the mini Beetle this time. The guy's expression is one of success, realising he has finally been able to master the art of suction. As the guy manages to move the Beetle, we hear sound of the car reversing.

Once the art of "sucking orange objects" was somewhat mastered, the guy is now shown sitting with a Mirinda bottle on a table in front of him, which he grabs and then opens. He is then shown enjoying his bottle of Mirinda, which he finishes in one long sip. Then he looks inside the bottle to see if anything from the drink is left. A voice over says -- "More Orangee Mirinda" and the guy realizes that there was still one last drop left.

Bejeweled with a confident look, he brings the bottle to his mouth and makes the same suction sound and tries to suck in the last drop of Mirinda and successfully manages to do so. He looks mighty pleased with his effort.

The ad then shows him keeping the empty Mirinda bottle back on the table after sucking the last drop. A voice over then says - "Chodhna Mat" (Don't leave it). After his repeated attempts to learn to suck successfully, the guys then heaves a sigh of relief and so do we!

Speaking to Indiantelevision.com on the thought process behind this new ad, JWT vice president and senior creative director Soumitra Karnik says, "In this new ad, we were just carrying forward the thought of Mirinda being 'more orangee' than any other drink in its category. Our aim is to woo the customer through this new ad and bring forth the orangee experience so much so that whoever drinks Mirinda doesn't want to leave it until he has had the last drop. Also we have highlighted the suction sound in the film when the guy is single mindedly focused on practicing the art of suction."

"There is no highlight in the film as it just ends with the guy succeeding in drinking the last drop in the bottle of Mirinda and is satisfied with the feat accompli. We have not made any tall claims in the ad and hence this ad is not like any regular beverage ad," Karnik adds.

The ad is scheduled to go on air from 23 September (tomorrow).

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/kalra.jpg?itok=pIciUSLo
Raman Kalra joins PwC India as entertainment & media sector advisory leader

Raman Kalra has been hired as partner, PwC India - Entertainment & Media Sector Advisory Leader (and Emerging Technologies Leader). He is responsible for strategy through execution as: Entertainment & Media Sector Advisory Leader & Emerging Technologies Leader responsible for...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/joshi.jpg?itok=XRZODjyO
McCann bags Sony India’s creative mandate

Sony India has appointed McCann World Group as its new creative agency in India after an extensive selection process.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/vikas.jpg?itok=bYp384lq
Republic appoints Laqshya media group as the OOH Agency

Laqshya Media group has announced its partnership with Republic as its OOH Agency on Record (AOR).

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/work.jpg?itok=nnyLl-gD
UCNews' 'Spirit of Work' campaign with Tandon, Bedi & Khanna

Celebrating International Workers’ Day on May 1, UC News, a news and content aggregation platform from Alibaba Mobile Business Group, has kicked off its ‘The Spirit of Work’ campaign.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/Himalaya_0.jpg?itok=4no501uF
Himalaya's 'Chennai Ponnu' captures her essence in peppy video

MUMBAI: The Himalaya Drug Company, India’s leading wellness brand launched the “Chennai Ponnu” (Chennai Girl) campaign for its flagship product Himalaya Purifying Neem Face Wash. The campaign aims to celebrate the spirit of the Chennai girl and captures her essence in a fun and peppy music video....

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/BOOST.jpg?itok=E4boT_rw
A Boost to #PlayABiggerGame with Virat

MUMBAI: Boost, one of GSK’s leading brands in the Health Food Drinks category, has launched a three-part digital video campaign with the youth icon Virat Kohli. With this campaign, the brand intends to take its theme of ‘Play A Bigger Game’ beyond an inspiring message to actually providing kids...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/sachin.jpg?itok=99Z9TKfd
Zeven and Rob's tribute for master blaster

MUMBAI: A creative genius that awes his audience with every piece of work, Rob has created a brand new 'WOW' video in association with Zeven, a multi-dimensional sportswear brand for the God of cricket Sachin Tendulkar, on his 44th birthday.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/WROGN.jpg?itok=ERl10ls9
Wrogn tie-up with Royal Challengers

MUMBAI: India's most promising celebrity fashion and lifestyle brand Wrogn is associated with Royal Challengers Bangalore (RCB) as the official lifestyle clothing partner for the 10th edition of the Indian Premier League. Off field the RCB players will be seen in Wrogn merchandise and while on...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/Kangana.jpg?itok=j-stJGGC
Kangana walks ramp for Birla's new Liva Creme

MUMBAI: Liva Crème, the new age fabric from the Aditya Birla Group, has been launched by Aditya Birla Group chairman Kumar Mangalam Birla. Birla stated, “The ecosystem of our LAPF partners has resulted in also placing India on the global map. We are now a preferred sourcing destination of viscose...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories