Parle Agro marketing campaign featuring Salman Khan to have Rs. 100 crore budget
Parle Agro, the largest Indian beverage manufacturer, has launched its new #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. The aggressive campaign is part of the overall strategy of the organization 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.
With Appy Fizz, Parle Agro’s fastest growing brand, the organization is looking to step up its foothold in the Indian beverage space and continue to be the leader in its sub-category. The Rs. 650 crore brand has been a market leader in the category of fruit + fizz drinks and the current year will see one of the largest marketing budget allocated to the brand since its launch. .
Speaking of 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. Driving scale in distribution, recall and preference are the key brand objectives for the brand in 2018.”
With the aim of increasing distribution and penetration across the country, Parle Agro shall this year also be introducing the new Appy Fizz 160ml PET bottle SKU priced at Rs. 10. The new pack shall also featuring imagery of Salman Khan on its packaging and shall be produced at the organization’s newest manufacturing location at Sitarganj, Uttarakhand. The campaign featuring Salman Khan, will be released simultaneously on television, digital and OOH.