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Tag: Parle Agro

  • Jr NTR will be the face of the brand in South India

    Parle Agro signs Jr NTR as the face of Appy Fizz

    By A Correspondent

     

    Parle Agro has announced the signing of Tollywood star Nandamuri Taraka Rama Rao Jr., aka Jr. NTR as the brand ambassador for Appy Fizz in South India.

     

    Commenting on the association, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said: “Parle Agro has an aggressive target to gain tremendous market share in South India and as part of the marketing strategy towards building a strong foundation in the region we have signed on Tollywood superstar Jr. NTR for Appy Fizz. We understand the influence and affinity for regional cinema and celebrities to build stronger cultural relevance and this is a key agenda driven towards our vision to be the No. 1 beverage company in India.”

     

    Jr. NTR also joins in with Allu Arjun as the second celebrity from south India to be a brand ambassador for Parle Agro brands in the region.

     

     

  • The #FeelTheFizz media campaign to have a budget of Rs. 100 crore for 2018

    Appy Fizz gets Salman Khan to push its fizz story in India

    By A Correspondent

     

    Parle Agro has announced the launch of its #FeelTheFizz marketing campaign for brand Appy Fizz with a budget of Rs 100 crore. This will be the first campaign for the brand featuring its new brand ambassador Salman Khan.

     

    According to a communique, the aggressive campaign is part of the overall strategy of the organisation targeting Rs 5,000 crore brand turnover by end-2018 as well as building the Fruit plus Fizz category to Rs 4,000 crore over the coming years.

     

    Speaking on the new campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said: “With the new #FeelTheFizz campaign, the target is to further increase the double digit growth Appy Fizz has been consistently seeing over the past few years while solidifying it as the leader of the Fruit plus Fizz category. Salman Khan as the face of the brand plays a critical role in achieving the aggressive vision we have set out for the brand and the category it created. Driving scale in distribution, recall and preference are the key brand objectives for the brand in 2018.”

     

    Sagmeister & Walsh, continues to be the creative agency on board, while the TVC is produced by 1st Ave. Machine, New York, and directed by Morgan Harary.

     

    Speaking on the new campaign, Jessica Walsh, Partner at Sagmeister & Walsh said: “This year, we looked to undertake the unique objective of ensuring we preserve the almost premium aura of the brand while still ensuring it delivered to appeal across multiple audiences, ranging from the niche to the masses. We continued to build on the #FeelTheFizz story line while pushing the boundaries of being bold, edgy and confident, core attributes of Appy Fizz as well as its consumers.”

     

     

  • 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.”

     

     

  • Frooti will have two TVCs for different regions for the first time

    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.”

     

     

  • With the on-set of summer across India, Salman will feature in the new #FeelTheFizz campaign for Appy Fizz

    Parle Agro gets Salman Khan to promote Appy Fizz

    By A Correspondent

     

    Parle Agro has announced actor Salman Khan as the new face of its brand Appy Fizz. The actor will feature in the new #FeelTheFizz campaign for the drink.

     

    Commenting on the announcement, Nadia Chauhan, Joint MD and CMO, Parle Agro said: “Appy Fizz has established a strong foothold in the market over the years and with this collaboration, we want to further build the brand through aggressive marketing initiatives. Salman Khan’s magnetic personality seamlessly reflects the brand’s identity, and with his popularity along with the power of Appy Fizz, we aim to make this brand a household name.”

     

     

  • 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.”

     

     

  • Brings on board the Bollywood and now Hollywood sensation as part of its new repositioning

    Parle Agro’s Appy Fizz appoints Priyanka Chopra as brand ambassador

    By A Correspondent

     

    After a decade since its inception, Parle Agro’s Appy Fizz has been repositioned as a bold, memorable and cult brand. The invigorated brand identity showcases it in a far more edgy and intriguing personality. The brand has also associated with Priyanka Chopra as its new brand ambassador who fittingly comes on board, highlighting the brand values of the new Appy Fizz.

     

    Since its launch, the brand has been considered to be quite intriguing owing to the packaging design and the bottle structure being widely accepted by the consumers. The new image is personified with a new campaign imbibing the values of being mysterious and intriguing exuberating confidence and the right attitude which is highlighted in its visual identity, communication and packaging design. The evolution aims to make it more contemporary and solid and help the brand scale itself to the next level.

     

    Appy Fizz has not only created the category in the country but also continues to be the market leader. Year after year, the brand has seen double digit growth without much push on advertisements and marketing and has become a phenomenal success.

     

    Commenting on new campaign, Nadia Chauhan, JMD & CMO, Parle Agro Pvt. Ltd. said “Today consumers are increasingly becoming conscious of what they are consuming and Appy Fizz has always maintained an aspirational imagery. Keeping this in mind, we have repositioned the brand to up its attitude and become edgier, bolder and sexier! Priyanka as a brand ambassador seamlessly fits this persona. We strongly believe that this collaboration and the new look of Appy Fizz will help reinforce the drink’s command and remain a leader in what will be an approximately 3000cr fruit-based carbonated category in five years.”

     

    In the new television commercial, Priyanka Chopra is seen willing to take bold, adventurous actions in order to stand out from the crowd. With a confident attitude she asserts how she would like things to be. While shooting a regular, lackluster advertisement, she decides to take things into her own hands and tells everyone what really goes in making a good advertisement.

     

    Creative agency, Sagmeister & Walshcame came onboard for the new Appy Fizz TVC campaign. The brand has strived to remain bold and unconventional with out-of-the-box marketing and creative strategies. The television commercial was directed by Julien Vallee& Eve Duhamel and produced by Mathieu Dumont of Sailor Production. The music was developed by one of Bollywood’s best, Amit Trivedi.

     

    “The new campaign for Appy Fizz visualizes carbonated bubbles through different sized circles which come to life through animation in digital and TVC platforms. We worked with Priyanka Chopra for the TVC to create a bold and visually memorable film for Appy Fizz. In the TVC Priyanka “sheds” the sweeter image of the brands past for a new, bold, sexier attitude that the brand will hold in campaigns moving forward,” added Jessica Walsh, Partner, Sagmeister & Walsh.

     

  • 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. ”

     

  • According to a senior advertising executive with a rival agency, agencies have been invited to pitch for the Appy Fizz account, which was with Grey before Parle Agro shifted it to CLA

    Creativeland Asia, Parle Agro likely to part ways?

    By Pritha Mitra Dasgupta

     

    Advertising agency Creativeland Asia (CLA) is apparently on the verge of losing the Parle Agro business, an account that it has handled since it was founded in 2006. Several senior executives we spoke to;including employees of both companies indicated that Parle Agro has decided to move all its brands, including Bailley, Hippo and the recently launched Café Cuba. According to a senior advertising executive with a rival agency, agencies have been invited to pitch for the Appy Fizz account, which was with Grey before Parle Agro shifted it to CLA.

     

    Sajan Raj Kurup

    Sajan Raj Kurup, the founder and creative chairman of Creativeland Asia, is married to Nadia Chauhan, JMD & CMO of Parle Agro. When contacted, both Mr Kurup and Ms Chauhan denied that the accounts were being moved. In his response, Mr Kurup said, “Creativeland continues to handle all Parle Agro brands.”

     

    In her email response, Ms Chauhan said, “Kindly note that as on date, our brands are still with CLA. We do however have some interestingly new assignments running parallel (as always is the case with an FMCG) with some international and domestic firms of considerable repute.” Ms Chauhan also added that Parle Agro flagship Frooti is being revamped, and “therefore we have hired an international design agency.”

     

    Jasmin Sohrabji

    OMD continues to be the media agency of Parle Agro, although Jasmin Sohrabji, Managing Director at OMD, did not respond to the calls or messages sent regarding Parle Agro accounts.

     

    Although CLA was formed primarily with the Appy Fizz account from Grey and Frooti account from Everest, it quickly added Audi, Café Coffee Day, MTS and several others to its portfolio. While it lost the Audi account in 2014, a top official said, “The agency is likely to get a major account from the Godrej stable which is currently with Mudra.”

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • 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

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

    Phograph: Fotocorp

     

  • The awards will honour creativity which has shown a measurable and proven impact on a client’s business – creativity that affects consumer behaviour, brand equity, sales, and so on

    India@Cannes: Creativeland looks to repeat 2011 story in effectiveness

     
    By A Correspondent

     

    Having bagged the inaugural Creative Effectiveness Lions last year, India may find the going tough this year as it has received just a single shortlist nomination. This is good considering that India has sent only two entries this year. Last year the number was 7.

     

    At a total of 92, the total number of entries too have seen a sharp decline this year by 35 per cent. Last year, the number was 142. Leading the tally is USA that has sent 27 entries, Australia has sent 9 while Germany has sent 7 entries.

     

    With just a single shortlist, Creativeland Asia looks to recreate the magic it created last year with its entry Plan-T for Parle Agro.

     

    Just to recap, the awards will honour creativity which has shown a measurable and proven impact on a client’s business – creativity that affects consumer behaviour, brand equity, sales, and so on. Only entries that were either shortlisted or Lion winners, across all categories at Cannes Lions 2011 are eligible to enter into this category as these will have already been judged and established as being creatively world-class. PricewaterhouseCoopers have reviewed each entry for the Cannes Creative Effectiveness Lions and checked that claims made therein are supported by appropriate data and that entries are internally consistent and mathematically accurate. Entries will be rewarded for strategy (25 per cent), Idea (25per cent) and Results and Effectiveness (50per cent).

     

    The entries will be judged as one with no categories. Representing India at the jury will be Nadia Chauhan, Joint Managing Director & Chief Marketing Officer, Parle Agro. The awards will be held on Tuesday evening in the Grand Auditorium, Palais des Festivals.

     

  • The campaign is conceptualised and implemented by Creativeland Asia

    Hippo’s ‘Indian Food League’ for cricket fans

    By A Correspondent

     

    The ‘Indian Food League’ is an online activity in which Hippo asks T-20 fans to support their regional teams by supporting their regional dishes. The campaign is conceptualised and implemented by Creativeland Asia.

     

    The campaign is a crowd-sourced activity that caters to the cricket fan’s love for snacking and eating, while they watch their teams fight it out. The IFL ultimately hopes to tap into every Indian’s latent desire to voice their humorous opinions. Talking cricket online has become engrained in every cricket lover’s match-day rituals. And by bringing food to this already heated and opinionated mix, Hippo has hit on a very successful recipe.

     

    Commenting on this engaging activity, Nadia Chauhan, Joint Managing Director and CMO Parle Agro said: “With so many people conversing on social sites, Hippo has created the Indian Food League as a medium to interact with and engage its consumers on the social media platform during the cricket season. Today, social media is one of the most influential and emerging channels of communication. Hippo’s previous campaign on Twitter to track inventory was a huge success. This further encouraged Parle Agro to engage interactively with its consumers on the same platform,” she added.

     

    Commenting on the campaign, Anu Joseph, Executive Creative Director, Creativeland Asia, said, “Hippo is constantly looking for opportunities to talk about food. He, in fact, looks at the world only in terms of hunger and food. So, a ‘Mumbai Vs Bangalore’ match for Hippo is a match between Pav Bhaji and Masala Dosa. So, whoever wins, at the end of the day, hunger loses.”

     

    The IFL comprises nine regional teams symbolized by the region’s most popular dishes, with Chennai being represented by ‘Idli Sambhar’, Mumbai by ‘Pav Bhaji’ and Delhi by ‘Papdi Chaat’. Other dishes include ‘Kanda Poha’, ‘Aloo Paratha’, ‘Daal Baati’, ‘Masala Dosa’, ‘Roshogolla’, ‘Dum Biryani’, representing the regions Pune, Punjab, Rajasthan, Bangalore, Kolkata and Hyderab adrespectively.

     

    The home of the activity is www.hippofighthunger.com/ifl, a microsite where Hippo puts up a ‘Today’s Special’ poster daily, giving his unique and quirky take on the day’s food match-up.

     

    Over the last 40 days, the activity has received a tremendous response. Hippo has chosen a winner for every match and most winners have been already sent their Hippo Bean Bags.

     

    This is not the first time Hippo and Creativeland are conducting a crowd-sourced campaign on social media. Last year’s inventory tracking campaign, Plan-T has already set a high benchmark for the brand. In fact, the launch of the activity became a trending topic on Twitter and other social networks, nationwide.