Parle Agro launches new #TheFrootiLife campaign

By A Correspondent

Parle Agro has announced the launch of its latest #TheFrootiLife campaign for Summer 2018, undertaking a hyper-local marketing strategy with various initiatives specifically targeted towards different regions across the country.

The campaign will feature two separate commercials… one featuring Bollywood actor Alia Bhatt and the second with Tollywood star Allu Arjun. This will be the first time that Frooti will be unveiling a region specific commercial specially catering to South India.

Speaking on the new campaign, 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 and 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 per cent, holding the number 2 position nationally at 29 per cent market share in the mango drink category and 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.

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 added:“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 and 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.”