Parle Agro mar­ket­ing cam­paign fea­tur­ing Sal­man Khan to have Rs. 100 crore bud­get

Progressive Grocer (India) - - What’s New In The F&g Market -

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.

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