Bhawana Anand, New Delhi
Mango, masses' favourite and the most awaited seasonal fruit is now available in the markets all year long and thanks to the Parel Agro's Frooti which has the real taste and essence of mango. Therefore the brand is high on advertising entire year to create the recall factor in the mind of consumers. Recently Parle Agro has derived a new communication line i.e. #TheFrootiLife which is a fresh campaign showcasing the journey of the drink introduced way back in 1985 and became the oldest and largest-selling mango-flavoured drink in India. Like always, the brand has kept the OOH medium as one of the prime platform to catch up with masses.
In partnership with Posterscope India the out-of-home (OOH) agency from Dentsu Aegis Network, the brand created high decibel and impactful campaign in OOH space. Targeted at audiences aged between 15-35 years, the campaign is centred on a deep understanding of the consumers, derived from primary research (OCS), patented analytical tools (PRISM) and accumulated knowledge. Posterscope zeroed down on strategic locations to reach the core TG and create maximum impact.
Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, bus shelters, mall media, gantries, unipoles, bus wraps, utilities, pillars, mobile vans etc.In an attempt to create impact multiple creatives are being used across cities. Every creative invariably has been highlighting the brand though # Live the Frooti life. The campaign has been executed in 160 plus cities that include the top 8 metros, the tier 1 and tier 2 cities.
Commenting on the campaign, Nadia Chauhan, JMD & CMO, Parle Agro Pvt. Ltd. said, "OOH has played an important role in delivering the communication objectives of the Live #TheFrootiLife campaign. The medium enabled us to leverage the strongest part of our creative assets; the brand's visual identity. Posterscope has alligned with our brand strategy ensuring our campigns achieve maximum impact."
Haresh Nayak, Regional Director, Posterscope APAC, said "The Frooti story is built on an enormous legacy. And therefore, the crafting of any campaign for this product has to match up to that legacy that Frooti brings along. We have been servicing this client since 2013 and every campaign that we have built for them, has led us to rethink each and every tested strategy and create something novel, new and authentic. Frooti challenges us at every step and the struggle that we go through to live up to that challenge only helps us create a better version of Posterscope through every new campaign."