#ReleaseThePressure - is a movement committed to give teenagers a momentary release from the stress of exam pressure and parental expectations.

It aims to drive actual behavioral change by inviting parents to take a pledge to ‘Release the Pressure’ on their children.

In a movement to become the voice of teens, we were committed to stay real.

We asked hundreds of kids across India to write heartfelt open letters to their parents describing how they feel under pressure.

A hard hitting digital film brought out these open letters and sparked off a nation wide debate.

Authentic open letters began appearing on 11 million Mirinda bottle labels.

Bottle caps carrying the idea became an iconic symbol. Millions of parents posed with the cap to show their support.

2.75 million 'Release the Pressure' stickers were put in newspapers to enable parents to show their resolve.

Mirinda tied up with Fortis Hospitals for live counseling sessions for parents and teens and meditation classes before exams.

Study accessories were distributed to over 10,000 children

Notebooks - with breaks on every 10th page.

An issue bubbling below the surface for the longest time, finally got its due acknowledgement.

Mirinda not only became the voice of the teens but showed parents a beautiful way to support their kids.

• Consumer engagement went up 1100%

• The conversation around Mirinda grew 138 times higher than the nearest beverage brand

• Over 193 media articles were written in support of the movement

• The film was viewed 35 million times in just one month

• Generated over 649 million free earned impressions

• 1.57 million parents pledged to release the pressure