Mirinda — Pagalpanti Bhi Zaruri Hai Campaign

About the Campaign

Exam time is pressure time — not just for students but for the entire family. Frayed nerves and tension take centre stage in the daily lives of teenagers during exam season. Mirinda's Pagalpanti Bhi Zaruri Hai campaign invited youth to share their 'Pagalpanti Ideas' through WhatsApp, Facebook, and SMS channels, celebrating the brand's message that a little madness is essential.

Campaign's Objective

The campaign's objective was connecting the audience with the brand over mobile and social media by driving the campaign around the brand tagline 'Pagalpanti Bhi Jaruri Hai' — creating a high-engagement, shareable contest mechanic.

CIL's Solution

CIL delivered an integrated platform combining WhatsApp, Facebook application development with referral functionality, SMS integration, and a unified dashboard capturing all channel responses simultaneously.

Platform Highlights

• WhatsApp as a communication channel for entries
• Facebook Application with viral referral element
• Integrated WhatsApp and SMS on same 10-digit mobile number
• Unified dashboard capturing all three channels with participant details
• End-to-end campaign ownership including solution hosting and technical implementation

Outcome

Over 1 Million entries received — combining stories, videos, audios, and texts across three communication channels with user-friendly referral mechanisms driving organic viral growth.