Holi — with its colour, chaos, and uninhibited joy — became the perfect moment to amplify Mirinda’s bold, expressive spirit. Rooted in the insight that self-expression peaks during this festival, our strategy positioned Mirinda as the spark that turns the everyday into a celebration of playful madness.
Targeting youth in Rajasthan and Haryana, we crafted a campaign that fused local cultural tradition with a vibrant, contemporary aesthetic. I led the campaign end-to-end — from strategic development to final execution. The key visual I designed placed the Mirinda bottle at the heart of the story, exploding into a dynamic splash from which characters, colours, music, and festive energy radiated.
A vivid palette of oranges, pinks, and purples brought the Holi mood alive — with scooters zipping by, dhol beats in the air, and drenched smiles all flowing from the central burst. More than just visual storytelling, it positioned Mirinda as the very reason Holi feels so alive.
