Parle Agro launches new campaign for different regions
Parle Agro, the largest Indian beverage manufacturer today announced the launch of the new #TheFrootiLife campaign for Summer 2018 undertaking a hyper local marketing strategy with various initiatives specifically targeted towards different regions across the country. 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.
The Rs. 1800 Cr. brand today holding significant market share in the Mango Drink category aiming to build better salience across India, the campaign will feature two separate commercials; one featuring Bollywood’s favorite Alia Bhatt and the second with Tollywood superstar Allu Arjun. This will be the first time that Frooti will be unveiling a region specific commercial specially catering to South India.
In 2015, Frooti introduced its consumers to #TheFrootiLife, a surreal world where magical things can happen and in 2018, with the third #TheFrootiLife campaign, the brand shall further immerse its fans into #TheFrootiLife where living the usual, mundane life is let go in order to live a fun, filled life where anything is possible.
The year will also see Frooti being the Official Pouring Partner for the Chennai Super Kings as they make their comeback in the 2018 season of the IPL. As part of the association, fans of the franchise In Tamil Nadu shall be able to show their support for the team by purchasing limited edition CSK packs available in 160ml Tetra Pak, 300ml PET, 600ml PET and 2.25 Litre SKUs. Frooti shall also show its support for the team as they push to win in their return season with on-ground, digital, OOH and in-store activations.
The new #TheFrootiLife campaign will see spends to the tune of Rs. 100 Cr. and will be seen across multiple media channels across the country including significant presence during the IPL and regional specific media activations. The on-air commercials will amplified through a 360 degree marketing plan including significant investments in OOH, digital and on ground activations and the launch of special editions packs for Chennai Super Kings in Tamil Nadu and Allu Arjun in Andhra Pradesh, Telangana, Karnataka and Kerala.
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.”
The upcoming campaign for Frooti is created to build resonance of #TheFrootiLife, and build on the past campaign’s narrative. Sagmeister & Walsh, continues to be the creative agency on board, while the commercial is produced by Hornet Animations, New York, USA and directed by Yves Geleyn. The two television commercials are created with a mix of live action and stop motion animation, with Amit Trivedi creating the music for both spots.
Expressing her views on the continued association with Parle Agro, actor Alia Bhatt said, “I have always enjoyed the taste of Frooti and this being my first Frooti commercial makes it even more exciting. #TheFrootiLife is a fun filled campaign that will connect with everyone.”
Meanwhile, 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.”
Commenting on the campaign Jessica Walsh, Partner, Sagmeister & Walsh said, “For Parle Agro, we have always strived to remain inventive and creative with our approach. With the new campaign, we aim to build on #TheFrootiLife while elaborating on the difference between a normal, mundane life and how fun things should be done in The Frooti Life.”
Talking about the media approach for the brand, Harish Sriyan, CEO, Omnicom Media Group said, “We follow an aggressive marketing strategy that borders on the unconventional. With the new campaign, we plan to go all out with a 360 degree approach, helping us better connect with our consumers nationwide. Critical, disruptive & impactful investments have been made across media in order to stand out from the clutter and continue to build on an extremely impressive, existing brand aura.”
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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