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Frooti launches first campaign for South India with Allu Arjun

Parle Agro, the largest Indian beverage organization today announced the launch of its first ever regional specific campaign for its flagship brand Frooti featuring Tollywood superstar Allu Arjun. As part of the brand’s strategic push to build market leadership in South India, the new #TheFrootiLife campaign is being launched with a television commercial  across the four Southern states in multiple languages.

The multi media #TheFrootiLife campaign with Allu Arjun will be seen on television across 28 regional specific channels as well as digital, OOH, in-store and cinema. As part of the campaign, fans of the stylish star will also be able to purchase limited edition Frooti packs featuring Allu Arjun across select cities in South India.  

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The new strategy and campaign is crafted as Frooti prepares to achieve higher growth rates and capture market share this year, consolidating its position as a dominant player in the Fruit Flavoured Still Drink category.

Commenting on his association with the brand Allu Arjun stated, "Frooti was the first soft drink I ever had in my childhood and never did I imagine that one day I would be one of its ambassadors and also have my picture on its packaging. For me, this is one of my personal milestones. I am glad to associate with Frooti and be a part of its exciting journey.” 

Speaking on the new campaign, Ms. Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said, “This year's marketing strategy ensures higher focus on regional nuances to further build Frooti's equity and position in the country. With our national campaign with Alia & the southern campaign with Allu Arjun, both of which are simple yet inventive, we are looking forward to creating further impact in the category and growing our share. Over the last two years we have gained in market share by 8%, holding the number 2 position nationally at 29% market share in the mango drink category & the number 1 position in multiple states.”

 TVC Credits:

Concept & Direction: Yves Geleyn                                                                          

Production Co: Hornet Animations Inc.

Line Production: Ransom Films

Creative Agency: Sagmeister & Walsh                                                                   

Creative Director: Jessica Walsh                                                                            

Music: Amit Trivedi          

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