Directed by Shoojit Sircar, this new campaign highlights the voices resonating inside the heads of children who’re perpetually nagged for not being ‘good enough’
Every teenager has been there.
Been nagged for never quite making the cut. Never getting ‘enough’ marks. Never spending ‘enough’ time with their books. Never being good ‘enough’. But who exactly gets to define the intricacies of being ‘good enough’? Well, for most Indian households–the parents.
And it’s not really their fault you know. Their parents did it to them, their parents’ parents did it to them, and now–like every good, old ‘family tradition’ that reeks of illogic, pressurising children into scoring superhuman, near-perfect grades has become a norm.
For a majority of teenagers, the pressure of being better than ‘Sharma ji ki beti/beta’ and the looming fear of being tagged as a sore loser, can be immensely daunting.
And this is exactly what soft drink brand, Mirinda seeks to address with its latest digital campaign. The #ReleaseThePressure campaign features a string of open letters penned by real-life teenagers reeling under the physiological and psychological stress of academic excellence.
Directed by eminent filmmaker Shoojit Sircar, the thoughtful video features children reading out open letters that give a voice to the pressure brewing inside their minds and every thought this pressure entails.
From thoughts about their snapped ties with anything remotely recreational to being under constant scrutiny, these open letters penned by teenagers are both soul-stirring and relatable.
But this is isn’t where it ends. The parents of these kids read the letters and things get emotional almost immediately.
All the students who do watch the video right here– know that marks are important, but they don’t define you. And dear parents, know that you mean the world to your kids and that they will make you proud someday. So go on and #ReleaseThePressure.