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).
MAM
Amazon Ads rolls out AI tools in India, marks 10-year milestone
New tools and platform aim to simplify full-funnel advertising for brands
MUMBAI: Amazon Ads has marked a decade in India by sharpening its focus on smarter, simpler advertising, unveiling a suite of AI-led tools and a streamlined campaign experience at its first flagship event, Connected Worlds.
Bringing together advertisers, agencies and partners, the event spotlighted how ad tech, content and commerce are increasingly converging to shape a seamless, full-funnel marketing journey.
At the heart of the announcements were two new AI tools designed to take the heavy lifting out of advertising. Creative Agent acts as a virtual creative partner, helping brands build campaign ideas, storyboards and ads using natural language prompts. From product research to polished video and display ads, the tool promises to cut down production time to hours, without additional costs.
Alongside it, Ads Agent offers an AI-powered assistant to manage complex advertising tasks, from planning to optimisation. Currently available within Amazon Marketing Cloud, it is expected to roll out to Campaign Manager later this year.
Amazon Ads also introduced a unified campaign manager, bringing together Amazon DSP and its advertising console into a single platform. The move aims to simplify campaign execution, offering a centralised view of performance metrics and cross-channel insights, all in one place.
Streaming, too, took centre stage. With platforms such as Amazon Prime Video and Amazon MX Player, the company is blending premium content with commerce-driven formats. New ad experiences including interactive ads, pause ads and shoppable formats are designed to turn passive viewing into active engagement, nudging users from discovery to purchase.
Creator-led storytelling is another key focus. A new creator programme connects brands with a network of over 500,000 creators, enabling campaigns that span social media, live commerce and influencer-led content, all with measurable outcomes.
The company also highlighted the growing role of Amazon Now in closing the loop between discovery and delivery. With quick commerce gaining pace, the platform allows brands to tap into high-intent moments, linking advertising directly to near-instant fulfilment. The service is set to expand beyond Bengaluru, Delhi-NCR and Mumbai to more cities through 2026.
Reflecting on the milestone, Amazon Ads India head and vice president Girish Prabhu, said the company’s focus has evolved alongside the market. As expectations from both brands and consumers grow, he noted, the aim is to help advertisers connect with the right audience at the right moment across the entire purchase journey.
A decade in, Amazon Ads appears to be betting big on intelligence and integration, where creativity meets data and every click has a clearer path to conversion.
