Parle’s AR campaign with mCanvas & OMD celebrates #TheFrootiLife
mCanvas, the experiential storytelling ad platform for small screens, joined hands with OMD India to create an Augmented Reality (AR) mobile ad campaign for Parle Agro’s Frooti. mCanvas created an innovative mobile game inside a banner ad that reached 1.9 Million users and engaged them with Frooti’s brand narrative.
Frooti is the largest-selling mango flavoured drink in India, and it strives to retain its fresh and innovative brand attributes. For this campaign, Frooti’s objective was to deliver an experience high on innovation while balancing the campaign’s messaging about building recall around the drink when it comes to summer time fun.
To meet the brand’s objective, mCanvas conceptualized an AR experience that would appeal to Frooti’s target audience - millennials. While browsing through mCanvas partner websites, users were introduced to the ad through its high-impact Scroller ad format that showed up natively between editorial content. When tapped, users could start the experience in a full screen expandable. Users were encouraged to start their front camera from within the ad and catch the falling mangoes in their mouth. Using real-time face detection, mCanvas identified when a user had his/her mouth open and it aligned with the mango. The game ended with Frooti’s branding on the closing card, creating a lasting impression.
Lynette Dsouza, Associate Vice President – Digital, OMD India said, “The Frooti AR-led activation on mCanvas was not only an innovative, first of its kind initiative by Parle Agro, but also delivered successfully on the performance metrics with over 33k engagements. The creative format worked beautifully in capturing the fun, playful and innocently naughty proposition of Frooti, while more importantly helping the brand connect and engage with its audiences.”
“Mobile is a great medium to connect with millennials and our collaboration with OMD enabled us to create an interactive experience for Frooti that harnesses the power of mobile," said Vishal Rupani, Co-founder & COO, mCanvas. He added, “We wanted the quirky and playful nature of the brand to stand out in the creative and we achieved that with this augmented reality game.”