Magic of Frooti - Shahrukh Khan

The Indian mango drink Frooti from Parle Agro, is being promoted in a television commercial featuring Bollywood superstar Shahrukh Khan. Parle Agro marking an investment of Rs 40 crore, during this year IPL to stand out among MNC brands such as Maaza (Coca Cola) and Slice (Pepsi) in the fruit drink category where it continues to be a dominant player with a 85 per cent volume share. Frooti continues to be the largest brand in Parle Agro’s portfolio with sales turnover of Rs 1,500 crore this fiscal. Frooti was launched in 1985 as the first tetra pack mango drink but today it also available in Returnable glass bottles (RGB).

Frooti’s new campaign has been created by Creative Land Asia, a Mumbai-based independent creative agency. Shahrukh Khan who has been portrayed as a football coach gulping down a bottle of Frooti all by himself, while his little players stare on quite lusciously. The little kids drool uncontrollably and their thirst for the bottle of Frooti seems unabashed. When Shahrukh is done with his Frooti and looks around, he is taken aback to see the players (who were actually adults) staring at him in child-like innocence. He says: 'What?' and breaks them out of the spell. The embarrassed players smile sheepishly and get back to what they were doing. In the background two little players who saw the whole thing unfold, break into laughter. What makes the ad even more enchanting is the soulful track that holds the film together.

The ad is based on the insight that adults sometimes get so carried away by their craving for something that they end up behaving like children. The 'kids' in the film are actually adults who, have desire to drink Frooti, stare at Khan as a group of enthralled children would. The shots of the children staring were taken while they watched a magic show. Thus, all the reactions in the film are genuine, including the shot of the child drooling.

Release Date: 7th March 2013
Ad Agency: Creativeland Asia

The marketing mix includes social media, outdoor, below the line efforts (mall activations), and POP (point of purchase visibility at retail outlets).Social media will be the focus of the communication plan, with activities on Twitter and Facebook.

http://twitter.com/Frooti

http://www.facebook.com/frooti

Twitteraties were asked to tweet why #SRKLovesFrooti to be able to win SRK autographed jerseys, iPads and more. In addition, one also had to follow the brand Twitter handle. The contest has generated a set of mixed reactions on Twitter, but the TVC has been liked for its creative twist. The promise of SRK merchandise, iPads and more, coupled with the aura of Shahrukh Khan pulled in genuine participants.

Source:
http://theinspirationroom.com/daily/2013/magic-of-frooti-for-shahrukh-khan/
http://lighthouseinsights.in/srklovesfrooti-twitter-teaser-campaign.html

Coca Cola - Spread happiness

Another interesting new Coca Cola TVC which focus on showing kindness towards others. The ‘Bewajah khushiyan lutao, Coca-Cola pilao’ campaign inspires everyone to spread and share happiness without any reason, through little gestures like sharing an ice cold bottle of Coca-Cola.

The TVC highlights the everyday situations where one can spread happiness just by undertaking simple gestures. The genuine and spontaneous moments of happiness experienced by the giver and receiver are the highlight of the ad. I hope this ad encourages people to undertake simple acts of kindness towards others.

Along with the mass-media campaign, Coca-Cola will also engage with consumers through a special on-ground activation in over 1000 towns across the country. Starting mid-April, 2013, more than 2 million consumers will experience the joy of sharing a Coca-Cola and spreading happiness. This mass consumer outreach is taking forward the Summer Campaign thought of "Bewajah khushiyan lutao…Coca-Cola pilao", where the brand will engage and excite consumers. This initiative is aimed at provoking spontaneous moments of happiness and genuine excitement amongst the consumers. In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home (OOH) media, digital, point of sale merchandise and on-ground initiatives across all key markets.

Creative agency: McCann WorldGroup India
Launch Date: April 2013

Source: http://www.coca-colaindia.com/presscenter/Coca-Cola-Campaign.html

Blue Star - Cools the Boss

Advertiser: Blue Star Limited
Date of release: March, 2013
Creative Agency: Interface Communications

Blue Star primarily focuses on the corporate and commercial markets. But over the last couple of years, Blue Star has been aggressively targeting the residential segment. The key message is get office like cooling in home.

The Blue Star air conditioner TVC is supported by print ads and hoarding in important locations in Chennai. The recent TVC shows old male boss at office, and his wife at home. It looks like housewife is having a conversation with the boss, but they are both located in different place. Both of them are shown to be angry through their movements and expressions. Jazz music in the background indicates their fury. Once the Blue Star AC is switched on, the two instantly calm down. Their body language changes.

Its really creative ad and clearly communicate the message. Its good to see pantomime used in this ad. Pantomime is a dramatic entertainment, originating in Roman mime, in which performers express meaning through gestures accompanied by music.

2013 TVC


2012 TVC


2011 TVC

Minimalist Ads - Simplicity the ultimate sophistication

Minimalism is any design or style in which the simplest and fewest elements are used to create the maximum effect. Minimalist concept is also widely used in advertising. Minimalist ads are popular for their simplicity, single image, one/two word catchy slogans, strong messages, and few colours. When you say less your audience retains more. Leonardo Da Vinci said "simplicity is the ultimate sophistication." The idea of being simple isn't banal, it's elegant.

Here are some of the examples of a beautifully, simplistic ad that I came across:

1. Volkswagen Beetle's print ad

Advertising Agency: DDB Mudra



2. Fevikwik

Advertising Agency: Ogilvy & Mather, Mumbai, India





3.  Clinic All Clear - Get the city out of your hair

Agency: Lowe Mumbai

Released: March 2008



Source: Coloribus

4. Addidas Sandals

Another brilliant minimalist print ad...no idea about its ad agency.