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Tag: Frooti

  • 'Transforms outdoor advertising into a narrative art form'

    Parle Agro launches outdoor media blitz for Frooti

    By Our Staff

     

    Parle Agro has launched an outdoor media blitz for Frooti mango drink for the festive months. Parle Agro created content for Digital Out-of-Home (DOOH) to break through the clutter and aptly timed it to coincide with the ongoing festive fervour.

     

    Speaking about their OOH campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said: “This year, our creative approach revolutionizes storytelling. We’re transforming outdoor advertising into a narrative art form that captivates and immerses our audiences. We’re pushing the boundaries for Frooti during the festive season by doing things that have never been done before. With this disruptive Out-of-Home campaign we aim to capture the spirit of celebration and share it with the people of India.”

     

    Speaking about the campaign, Dipankar Sanyal, CEO – Platinum and MRP added:  “Parle Agro outdoor campaigns take over the streets of India. The campaigns embody what Parle Agro eschews as a brand –innovative, forward looking, stylish, aggressive, experimental yet connected with every stratum of the consumer base. We manage to bring vigor and newness to each campaign with an ideal choice of media, locations, touchpoints. All this is married to data and Madison proprietary tools to reach consumers and deliver effectiveness. Being associated with Parle Agro and part of the journey is a matter of pride and honour for Platinum Communication.”

     

  • New campaign has Alia Bhatt, Varun Dhawan and Allu Arjun as brand ambassadors

    Parle Agro films summer campaign for Frooti

    By Our Staff

    Parle Agro has announced the launch of its new #LiveTheFrootiLife summer campaign for 2021. Brand ambassadors Alia Bhatt and Varun Dhawan feature in the TVC. Allu Arjun along with Alia Bhatt will feature in TVC for the southern markets.  &Walsh, the creative agency for Frooti, has led the campaign narrative.

    Said Nadia Chauhan, Joint Managing Director and CMO, Parle Agro: “This year’s summer campaign is an extension to the surreal world of miniatures interknitted intricately with our brand ambassadors – Alia Bhatt and Varun Dhawan for national markets and Alia Bhatt and Allu Arjun for southern markets. The campaign aesthetically blends in new and quaint elements of the Frooti brand story. Through our campaign, we want Frooti fans to unleash their enthusiasm and #LiveTheFrootiLife”

     

     

  • The multi-media #TheFrootiLife campaign with Allu Arjun will be seen on television across 28 regional specific channels

    Frooti launches regional campaign for South India featuring Allu Arjun

    By A Correspondent

     

    Parle Agro announced the launch of its first ever regional-specific campaign for 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.

     

    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 & 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 #2 position nationally at 29% market share in the mango drink category and the #1 position in multiple states.”

     

     

  • The beverage company collaborates with the actor to reinforce Frooti’s position in the South

    Parle Agro appoints Allu Arjun as brand ambassador for Frooti

    By A Correspondent

     

    Parle Agro has appointed actor Allu Arjun as the face of the company’s flagship brand, Frooti. The Tollywood superstar will be Frooti’s first-ever brand ambassador for this region and the association will play a pivotal role in consolidating Parle Agro’s foothold in the South India which is second most contributing region after North is a priority market for Parle Agro.

     

    Commenting on the announcement, Nadia Chauhan, Joint MD and CMO, Parle Agro said: “With a strong focus on South India, it has been necessary for us to drive aggressive inputs for both Marketing and Sales & Distribution efforts in the region. Allu Arjun strongly reflects the brand’s personality making him a perfect fit and will play an integral part in taking Frooti to new milestones.”

     

     

  • It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design

    Posterscope executes high-decibel outdoor campaign for Frooti

    By A Correspondent

     

    As Parle Agro introduced a new visual identity for Frooti, it vested the responsibility with Posterscope India for its Out-of-Home communication.

     

    As Frooti is moving away from its traditional image, the idea was to showcase the new drink in a fresh, exciting and playful manner. It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design.

     

    The task put forth by the Parle Agro Team to Posterscope India was to create a buzz about the brand’s new look and leave a lasting impression on the consumer’s mind such that it would support and boost its on-ground visibility.

     

    Posterscope conceptualised and created an outdoor implementation strategy. It delivered month-long visibility to the brand across 100+ markets pan India to address the objective of establishing Frooti as a leader and the voice of authority in its category. The campaign was not just high impact, juxtaposed against sustained visibility, but also exhibited high cost efficiency.

     

    Speaking about the campaign, Nadia Chauhan, JMD and CMO, Parle Agro said, “We are employing a differentiated marketing strategy with the entire brand revamp and new positioning for Frooti. With our new campaign, we want to make the brand relevant and appealing to consumers across generations and build higher aspirational values around it.”

     

    Haresh Nayak

    Commenting on the association, Haresh Nayak, Regional Director, Posterscope APAC said, “We are glad to be associated with the brand-revamping exercise of Frooti ensuring the creating of high impact visibility with the wide spread outdoor campaign. ”

     

  • Is it entertaining/engaging, will people enjoy repeat exposures? If you are doubtful of this, trash the idea. The Frooti ad, after the first exposure, is very painful to watch

    Debrief: Frooti: Simple. But boring.

    By Anil Thakraney

     

    To Frooti’s credit, at least they haven’t put out a typical lifestyle ad. At least there’s an idea, which is the ‘drool’ factor. As in, when you are really hot and thirsty, you would stare longingly at the sod who’s gulping down a cold drink. But apart from that, the TVC goes downhill.

     

    So, SRK downs the drink, as some footballers and kids continuously stare at him. That’s pretty much all that happens. For some strange reason (perhaps because it’s a football field), they’ve used what sounds like a Spanish track, which is Greek to most of us, so it adds no value to the commercial. But the bigger mistake is that of using Khan. Because he’s over used and over abused in advertising (and media), the moment the film opens with him, you switch off mechanically. Given that the idea is so simple, they definitely needed a rarely used celeb, if at all.

     

    There’s another problem: When you decide to keep things simple, which is a good thing in advertising, the first question you need to ask yourself is this: But is it entertaining/engaging, will people enjoy repeat exposures? If you are doubtful of this, trash the idea. The Frooti ad, after the first exposure, is very painful to watch. Even you are a diehard SRK fan, which I am not. I think this very critical factor was overlooked at the storyboard stage, when it should have been on top of the agenda for a cold drink ad.

     

    Net net: Shah Rukh Khan just bagged another load of big moolah. And Frooti got forgotten in the bargain. Waste of money.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=8Hn6EzpB9KA[/youtube]

     

    Rating: (On a scale of 1-5): 1. Yawn.

     

  • For the 2013 Frooti campaign film, Creativeland roped in Indian cinema superstar Shahrukh Khan, who transforms innocent onlookers into drooling, gulping, longing, lip-smacking children

    Creativeland drools for Frooti

    By A Correspondent

     

    For the 2013 Frooti campaign film, Creativeland roped in Indian cinema superstar Shahrukh Khan, who transforms innocent onlookers into drooling, gulping, longing, lip-smacking children with the ‘Magic of fresh and juicy mangoes’.

     

    The film, shot after a game practice, intercuts between Shahrukh gulping Frooti and a bunch of little soccer players yearning for the mango drink. The little kids drool uncontrollably and their thirst for the bottle of Frooti seems unabashed. When Shahrukh is done with his Frooti and looks around, he is taken aback to see the players (who were actually adults) staring at him in child-like innocence. He says ‘what?’ and breaks them out of the spell. The embarrassed players smile sheepishly and get back to what they were doing. And, in the background two little players, who saw the whole thing unfold, break into laughter. What makes the ad even more enchanting is the beautiful, soulful track that holds the film together. The ad is sure to appeal to the fun-loving, excitable youth with its promise of ‘fresh n juicy mangoes’.

     

    “This year one of the key aims was to capture the feel of relishing a bottle of Mango Frooti and up the appetite quotient. I am particularly glad to have been able to do it notably and still retain the quirk and edge that we have consistently aimed at with Mango Frooti communication. I have personally enjoyed the challenge of bringing it alive”, said Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia.

     

    Nadia Chauhan Kurup, MD and CMO, Parle Agro, explained, “Fresh ‘n’ Juicy is an integral proposition to brand Frooti. This year we decided to take it to level higher and treated it as the essence of our new campaign positioning. And in this way, The Magic of Fresh ‘n’ Juicy Mangoes was created.” She adds, “For the first time in the history of Frooti, we have associated a celebrity as large as Shahrukh Khan to endorse the brand. We believe that merging with brand King Khan, will further enhance magic of the brand and fuel our growth plans.”

     

    The film is backed by a holistic marketing plan which includes innovative outdoor, BTL, mall activation, visibility at retail outlets (POP) and strong digital presence. Social media will be the focus of the communication plan, with activities on Twitter and Facebook.

     

    The film is directed by Prakash Varma of Nirvana Films.

     

  • Even as Salman Khan may be the hottest male star in Bollywood, Shah Rukh Khan remains as popular with brand endorsements having signed deals with beverage-makers Frooti and Tata Tea

    Shah Rukh Khan stays hot in endorsement world with Frooti, Tata Tea in kitty

    By Ratna Bhushan & Sagar Malviya

     

    Salman Khan may be the hottest star on Bollywood, but Shah Rukh Khan remains as popular as ever in the endorsement world, signing back-to-back deals with mango drink Frooti and the country’s largest tea brand Tata Tea. While Parle Agro, the maker of Frooti, confirmed the association, an official aware of the development at Tata Tea said the firm had roped in Shah Rukh to make its tea brand more contemporary.

     

    Both the beverages brands are roping in a celebrity ambassador for the first time. “We have got two very big things working hand in hand. One, an iconic brand like Frooti and a powerful endorser like Shah Rukh Khan,” said Nadia Chauhan, Parle Agro’s joint MD and daughter of company CMD Prakash Chauhan.

     

    Chauhan junior, who at 27 is as old as Frooti, added that Parle Agro had the capacity to cater to 50% growth and more both in terms of manufacturing and distribution. The firm plans to increase its ad spends by over 40% to support its new Frooti campaign with Mr Khan. While company insiders refused to share the size of the deals, industry sources say Shah Rukh Khan is known to charge Rs 3.5-4 crore for a day annually for each brand endorsement.

     

    By roping in Mr Khan, Frooti is taking the fight to Coca-Cola’s Maaza and PepsiCo’s Slice in the mango drink market. “It is a bold statement to make within the category and it will do the brand a great deal in the current competitive landscape,” said Sajan Raj Kurup, founder and creative chairman at Creativeland Asia that handles Frooti account. Frooti has been growing by over 25% over the last three years, the company said.

     

    An industry source, quoting Nielsen data, said that within the overall Rs 450-crore juice drinks category, Maaza has 38% share, followed by Slice at 23% and Frooti at 15-16%. A spokesperson for Tata Global Beverages declined comment on Tata Tea’s association with Shah Rukh Khan.

     

    The official quoted earlier said, “The firm is taking forward its Jaago Re theme with its new association with Khan.” Vinita Bangard, MD of talent management firm Krossover Entertainment, which represents Shah Rukh Khan, declined to confirm the development. Shah Rukh Khan is the second-highest ranked celebrity behind Salman Khan, according to January data by Times Celebex, a monthly celebrity rating index operated by the Times Group. He endorses about 19 brands.

     

    Recent months have been a spate of bigticket endorsement deals, which had slowed down over a year back. While Coca-Cola roped in actors Imran Khan and Parineeti Chopra for Maaza, Dabur signed Ajay Devgn for its digestive candy Hajmola. PepsiCo announced four new faces for its Kukure snacks, and Wipro Consumer Care brought back Saif Ali Khan to endorse soap brand Santoor after a two-year gap.

     

    “Increasingly, brands are turning to celebrities to create buzz and recall, as in the case of Frooti which has signed a celebrity for the first time,” Ms Bangard, who also represents actress Priyanka Chopra among others, said.

     

    The Rs 800-crore Parle Agro, which also sells Appy Fizz and Hippo snacks, grew 15% during 2012 and is targeting over Rs 2,500 crore in sales by 2015. The company said it aims to more than double its 2,500-strong distributor network serving over eight lakh retail outlets.

     

    Frooti, launched in 1985 by the Chauhans, is credited with growing the packaged mango drink segment in the country. The company was also the first to launch a ready-to-drink beverage at a price point of Rs 2.50 a decade ago, which still remains unmatched by its multinational rivals. More than 25 years after introducing juices in tetra packs, Parle Agro last year launched Frooti in returnable glass bottles to challenge the dominance of Coca-Cola’s Maaza, which gets more than half its sales through glass bottled packs.

     

    Source:The Economic Times

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    Phograph: Fotocorp