#The­f­rootil­ife cam­paign for Sum­mer 2018

Parle Agro launches the new

Progressive Grocer (India) - - Brand Campaign -

Parle Agro, the largest In­dian bev­er­age man­u­fac­turer, an­nounced the launch of the new #The­f­rootil­ife cam­paign for Sum­mer 2018 and has taken a hy­per­local mar­ket­ing strat­egy with var­i­ous ini­tia­tives that are specif­i­cally tar­geted to­wards dif­fer­ent re­gions of the coun­try.

The new strat­egy and cam­paign has been crafted as Frooti pre­pares to achieve higher growth rates and cap­ture a big­ger mar­ket share this year, con­sol­i­dat­ing its po­si­tion as a dom­i­nant player in the Fruit Flavoured Still Drink cat­e­gory. The Rs. 1800 crore brand to­day holds a sig­nif­i­cant mar­ket share in the Mango Drink cat­e­gory and is aim­ing to build bet­ter salience for its brand across In­dia. Its cam­paign will fea­ture two sep­a­rate com­mer­cials; one fea­tur­ing Bol­ly­wood’s fa­vorite Alia Bhatt and the se­cond with Tol­ly­wood su­per­star Allu Ar­jun. This will be the first time that Frooti will be unveiling a re­gion-spe­cific com­mer­cial, spe­cially cater­ing to south In­dia.

In 2015, Frooti in­tro­duced its con­sumers to #The­f­rootil­ife, a sur­real world where mag­i­cal things can hap­pen and, in 2018, with the third #The­f­rootil­ife cam­paign, the brand will fur­ther im­merse its fans into #The­f­rootil­ife where liv­ing the usual, mun­dane life is given a go-by in or­der to live a fun-filled life where any­thing is pos­si­ble.

The year, Frooti is al­ready the Of­fi­cial Pour­ing Part­ner for the Chennai Su­per Kings as they make

their come­back in the 2018 sea­son of the IPL. As part of the as­so­ci­a­tion, fans of the fran­chise in Tamil Nadu are show­ing their sup­port for the team by pur­chas­ing the lim­ited edi­tion CSK packs avail­able in 160 ml Te­tra Pak, 300 ml PET, 600 ml PET and 2.25 litre SKUS. Frooti is also show­ing its sup­port for the team as they push to win in their re­turn sea­son with on-ground, dig­i­tal, OOH and in-store ac­ti­va­tions.

The new #The­f­rootil­ife cam­paign will see spends to the tune of Rs. 100 crore and will be seen across mul­ti­ple me­dia chan­nels across the coun­try, in­clud­ing a sig­nif­i­cant pres­ence dur­ing the IPL and re­gion-spe­cific me­dia ac­ti­va­tions. The on-air com­mer­cials will be am­pli­fied through a 360 de­gree mar­ket­ing plan, in­clud­ing sig­nif­i­cant in­vest­ments in OOH, dig­i­tal and on-ground ac­ti­va­tions and the launch of spe­cial edi­tions packs for Chennai Su­per Kings in Tamil Nadu, and with Allu Ar­jun in Andhra Pradesh, Te­lan­gana, Kar­nataka and Ker­ala.

Speak­ing of the new cam­paign, Na­dia Chauhan, Joint Manag­ing Di­rec­tor & CMO, Parle Agro said, “This year’s mar­ket­ing strat­egy en­sures higher fo­cus on the 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%, hold­ing the num­ber 2 po­si­tion na­tion­ally at 29% mar­ket share in the mango drink cat­e­gory and num­ber 1 po­si­tion in mul­ti­ple states.”

The cam­paign for Frooti has been cre­ated to build the res­o­nance of #The­f­rootil­ife, and to fur­ther am­plify the past cam­paign’s nar­ra­tive. Sag­meis­ter & Walsh con­tin­ues to be the cre­ative agency on board. The com­mer­cial has been pro­duced by Hor­net An­i­ma­tions, New York, USA, and di­rected by Yves Ge­leyn. The two television com­mer­cials have been cre­ated with a mix of live ac­tion and stop mo­tion an­i­ma­tion, with Amit Trivedi cre­at­ing the mu­sic for both spots.

Ex­press­ing her views on her con­tin­ued as­so­ci­a­tion with Parle Agro, ac­tor Alia Bhatt said, “I have al­ways en­joyed the taste of Frooti and this be­ing my first Frooti com­mer­cial makes it even more ex­cit­ing. #The­f­rootil­ife is a fun-filled cam­paign that will con­nect with ev­ery­one.”

Allu Ar­jun said: “Frooti was the first soft drink I ever had in my child­hood and never did I imag­ine that one day I would be one of its am­bas­sadors and also have my pic­ture on its pack­ag­ing. For me, this is one of my per­sonal mile­stones. I am glad to as­so­ciate with Frooti and be a part of its ex­cit­ing jour­ney.”

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 said, “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 & im­pact­ful in­vest­ments have been made across me­dia in or­der to stand out from the clut­ter and to con­tinue to build on an ex­tremely im­pres­sive brand aura.”

The cam­paign for Frooti has been cre­ated to build the res­o­nance of #The­f­rootil­ife, and play on the past cam­paign’s nar­ra­tive. Sag­meis­ter & Walsh con­tin­ues to be the cre­ative agency on board, while the com­mer­cial has been pro­duced by Hor­net An­i­ma­tions, New York, USA, and di­rected by Yves Ge­leyn.

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