MUMBAI: Soft Drinks major Pepsi has announced that its brand Mirinda has kicked off its summer initiatives with a new TV campaign. The campaign is aimed at bringing a new spin to the Bollywood style gang wars.
 
 
Pepsi Foods executive director, marketing Punita Lal says, “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 filmed by Rajesh Krishnan, 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.
 
 
In a bid to consolidate its 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.

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 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 is Taste Aaisa Chhaye Character Phisla Jaye.