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
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
