Parle Agro, announced the launch of the new #TheFrootiLife campaign for Summer 2018 undertaking a hyper local marketing strategy with various initiatives specifically targeted towards different regions across the country.
The campaign will feature two separate commercials — one featuring Bollywood’s Highway Girl Alia Bhatt and the second with Tollywood superstar Allu Arjun. With Allu Arjun, Frooti will be unveiling a region specific commercial specially catering to South India for the very first time.
Watch the commercial here:
The largest Indian beverage manufacturer prepares to achieve higher growth rates and capture market share this year, consolidating its position as a dominant player in the Fruit Flavoured Still Drink category.
The Rs 1800 crore brand holding significant market share in the mango drink category aiming to build better salience across India.
Speaking on the new campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said, “This year’s marketing strategy ensures higher focus on regional nuances to further build Frooti’s equity and position in the country. With our national campaign with Alia & 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.”
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 shall further immerse its fans into #TheFrootiLife where living the usual, mundane life is let go in order to live a fun, filled life where anything is possible.
The year will also see Frooti being the official pouring partner for the Chennai Super Kings as they make their comeback in the 2018 season of the IPL.
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 significant presence during the IPL and regional 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 Allu Arjun in Andhra Pradesh, Telangana, Karnataka and Kerala.
Sagmeister & Walsh, continues to be the creative agency on board, while the commercial is produced by Hornet Animations, New York, USA and directed by Yves Geleyn.
Expressing her views on the 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.”
Meanwhile, Allu Arjun stated, “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.”
Over the last two years, the product has gained in market share by 8%, holding the number 2 position nationally at 29% market share in the mango drink category and the number 1 position in multiple states.