17/10/2026
In 2017, Mirinda asked teenagers across India to write letters to their parents about how they felt during exams. About 400 letters came in, and every one of them mentioned the pressure.
Mirinda put real lines from those letters on 11 million bottles, made a film where parents read their children's letters for the first time, and ran counselling sessions with Fortis Hospitals. More than 1.57 million parents pledged to ease the pressure on their kids.
It's one of the best examples of a playful brand taking on something serious, and doing more than just making an ad about it. The full story is in the slides.
If you or someone you know is struggling, you can call Tele-MANAS, India's free 24/7 mental health helpline, on 14416 or 1-800-891-4416.