#Thefrootilife campaign for Summer 2018
Parle Agro launches the new
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.