Frooti, introduced in 1985, is the most popular mango flavoured drink in India. Frooti was the first drink to be sold in Tetra Pack packaging in the country. Parlé Agro rebrands the Frooti from its sweet and child-centric image to give it a bold and contemporary look. New Logo, Packaging, and Brand Campaign for Frooti by Pentagram and Sagmeister & Walsh.
Most of us remember the Frooti’s Fresh n Juicy campaign.
The new ad starts with these miniature characters stumbling upon a giant mango in the desert. They try to move the mango by tying it to an elephant, a car and more but find that no amount of force will make it budge. They then realize it’s only the power of their collective voice which magically lifts the mango and bursts into the new Frooti bottle. Crazy lyrics go like ‘aam suckita..lickita..enjoyita’ At the end we see SRK picking up the same Frooti bottle from his shopping bag, which is where all this was happening.
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.
