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Tag: Frooti

  • Frooti makes web series debut with TTT’s friendship tale Yaar Log!

    Frooti makes web series debut with TTT’s friendship tale Yaar Log!

    MUMBAI: One sip, one script, and a lot of feels. Parle Agro’s beloved mango drink, Frooti, just made a bold new move from supermarket shelves to streaming screens with the launch of Yaar Log!, an original six-part web series produced by Collective Artists Network’s Terribly Tiny Tales (TTT).

    This isn’t just product placement, it’s Parle Agro’s first leap into long-form branded storytelling, and it’s all about friendships that feel as familiar and fizzy as the iconic yellow drink. The show follows a tight-knit group of friends who begin to unravel emotionally when their glue, a core member ironically nicknamed ‘Frooti’ announces he’s moving abroad. What follows is equal parts heartache and hilarity, with Frooti (the drink) making cameo after cameo in fridge raids, meltdowns, and tender goodbyes.

    Yaar Log! marks the first time Frooti has been woven into a narrative format. Known for its association with fun and youth culture, the drink is cleverly used as a metaphor for comfort and continuity, the friend who never leaves, even when others do.

    “Frooti has always been more than just a beverage, it’s been part of our memories and mischief,” said Parle Agro joint managing director and CMO Nadia Chauhan. “Yaar Log! is about deepening that emotional bond not through ads, but through stories that stick.”

    The series premiered on 20 May on TTT’s YouTube and Instagram, with new episodes dropping weekly.

    According to TTT Founder & CEO Anuj Gosalia Yaar Log! is a tribute to friendships that shift with time but stay rooted in shared rituals. “It’s for every group chat that’s gone quiet after one friend moved away. And it’s for the bottles of Frooti that stayed in the fridge like a promise.”

    With its mix of humour, nostalgia and refreshingly real moments, Yaar Log! positions Frooti not just as a drink, but as a bottled-up feeling sweet, fizzy and always by your side.

    And just like that, Frooti’s gone from chilling in your fridge… to warming your heart.

  • Parle Agro’s dynamic OOH campaigns for Appy Fizz, Frooti & Smoodh make a striking impact this summer season

    Parle Agro’s dynamic OOH campaigns for Appy Fizz, Frooti & Smoodh make a striking impact this summer season

    Mumbai: As summer heats, Parle Agro, India’s leading beverage giant, has set out to captivate consumers with vibrant Out-of-Home (OOH) campaigns for its popular brands – Frooti, Appy Fizz and Smoodh. Designed to grab attention during the scorching summer months, the campaigns aim to maximize brand impact,reach and consideration across all corners of the country.  

    Each brand’s campaign has its own unique theme, tailored to its specific target audience. The Frooti campaign, under the theme ‘WOW Frooti’, has been launched in 74 cities. Featuring brand ambassador Alia Bhatt, the campaign’s attractive visuals capture the fun and wow factor associated with every sip of the mango drink. Similarly, the outdoor campaign for dairy brand Smoodh featuring ambassador Varun Dhawan, reflects the brand’s irresistible smoothness with the ‘Oh So Smoodh’ themed campaign and has gone live across 90 towns. Appy Fizz’s ‘Get Fizz’ themed campaign reflects its effervescent energy personified by brand ambassador Kriti Sanon. The vibrant and electrifying visuals of Appy Fizz have been splashed across 94 towns in India.  

    Each campaign has been launched with over 600 media assets. Parle Agro has adopted a micro-catchment targeted strategy, focusing on specific city pockets to ensure the campaigns receive maximum visibility and impact. They’ve been strategically placed at top-performing markets and high-distribution towns, tourist hubs and prominent city landmarks. The campaigns leverage dynamic digital-out-of-home (DOOH) creatives to boost engagement. Static and digital billboards have been positioned along major roads and intersections, targeting key routes. Additionally, smaller format media like Bus Queue Shelters (BQS) were placed along sub-arterial routes, covering market areas, commercial hubs, and popular spots like railway stations and bus depots.

    1. Speaking of the campaigns, Parle Agro head of marketing & international business Ankit Kapoor said, “For us, the summer season is about becoming the top  choice for consumers seeking delicious refreshment in the heat.  OOH is a critical medium for us in driving memorability and and reinforcing the distinctive worlds of our brands. By placing our media assets at strategic locations, we ensure our brands are not just seen but remembered. Moreover, our focus on dynamic content and celebrity endorsements adds an extra layer of engagement, enhancing the effectiveness of our campaigns. With these visually captivating campaigns, we aim to maximize brand visibility, impact and consideration across our top-performing markets nationwide.”

    Speaking about the campaign, Platinum and MRP CEO Dipankar Sanyal said,  “Parle Agro campaigns for Appy Fizz, Smoodh and Frooti brighten up the summer season. Their success is a result of the exceptional teamwork between Parle Agro and the Platinum team, leveraging every available data to maximise return on investment. We used Madison’s suite of OOH tools for scientific planning and faultless execution, adapting to each market’s unique needs. Despite the added challenge with General Election campaigns, our timing ensured our campaigns stood out without being overshadowed.”

  • Alia Bhatt has ‘Too Much Fun’ sipping Frooti this summer

    Alia Bhatt has ‘Too Much Fun’ sipping Frooti this summer

    Mumbai: Parle Agro, the pioneering beverage giant, is set to make this summer “Too much Fun” once again with the launch of its latest campaign for their flagship brand, Frooti. Featuring brand ambassador, Alia Bhatt, the campaign aims to quench the thirst for fun amongst consumers, reinforcing the sweet tangy taste of Frooti as the ultimate trigger for fun.  At the heart of this campaign lies the notion that fun is for everyone and what better way to experience it than with the sweet tangy taste of Frooti.

    The campaign comprises of two playful ad films that beautifully narrate how Frooti seamlessly integrates fun into the lives of consumers. It revolves around the simple yet profound idea that each sip of Frooti is a moment of fun. In the first ad film aptly titled, ‘Too much fun’, Alia Bhatt is seen surrounded by adorable miniature friends from the Frooti world, all craving for a sip of the delightful beverage. The second film depicts Alia transforming a micro boredom moment of waiting on a call into a mischievous fun moment, triggered by a sip of Frooti. Through this TVC, the brand also highlights the tiffin-friendly size of the mini Rs. 5 Frooti pack with the tagline, “Choti Frooti, Bada Fun.”

    The Frooti campaign has been rolled out across various platforms, spanning TV, OTT, Digital and Outdoor. The TVCs have been launched with the start of the IPL. The brand intends to leverage the extensive reach and visibility generated by major events through this strategy.

    Commenting on the campaign, Parle Agro head of Marketing and head of International Business Ankit Kapoor said, “Frooti has always been an iconic brand that has added billions of moments of Fun amongst consumers across ages. It isn’t just a beverage; it’s a trigger for innocent mischief. Fun is not just an element of our campaign; it’s our driving force. With Frooti, we aim to continuously trigger moments of fun in the lives of our consumers. By leveraging Alia Bhatt’s infectious energy and charm, we’re confident that both the ad films will strike a chord with our audience and inspire them to have fun with every sip of fresh n juicy Frooti.”

    Speaking on the occasion, Parle Agro joint managing director Nadia Chauhan said, “In Parle Agro, we don’t just follow trends; we set them. As pioneers in the beverage industry, we’ve built a legacy of innovation and iconic brands, constantly raising the bar for quality and creativity. Our relentless pursuit of innovation, coupled with our penchant for risk-taking and industry disruption, fuels our passion for the ever-evolving beverage sector. With our summer campaign featuring Alia Bhatt enjoying Frooti, we’re not just promoting a product; we’re igniting a movement of joy and refreshment. This campaign symbolizes our confidence in Frooti’s potential and signifies a significant milestone in our journey of growth and success. Beyond achieving mere success, our aim is to redefine the beverage industry landscape, setting new standards for innovation and quality. Together, we’re not just shaping the future of beverages; we’re revolutionizing it, one delightful sip at a time.”

    With its irresistible mix of sweet and tangy flavour and freshness, the campaigns for Frooti capture the brand’s enduring love. As consumers across the India gear up for the mango season, Frooti stands ready to be the catalyst for moments of fun and boundless enjoyment.

  • Varun Dhawan is new brand ambassador for Frooti

    Varun Dhawan is new brand ambassador for Frooti

    MUMBAI: Parle Agro, the largest Indian beverage company, has announced actor Varun Dhawan as the new face for its flagship brand Frooti. In the new 360-degree integrated communication by Frooti, Varun Dhawan will be seen in a new fun-filled avatar with his real-life friend Alia Bhatt.

    The new campaign featuring the two real-reel life friends in the surreal world of Frooti will be rolled out this summer further immersing the fans into #TheFrootiLife. It is for the first time that brand communication will showcase two celebrities. 

    Commenting on the association, Parle Agro joint managing director and CMO Nadia Chauhan said, “Introducing Varun Dhawan as Frooti’s new brand ambassador is a step towards accelerating our aggressive ambition to be the no.1 in mango drinks segment. Presence of Varun alongside Alia will help us connect better with the consumers to take the brand to newer heights.”

    Expressing his excitement on the association with Frooti, actor Varun Dhawan stated, “I am thrilled to be associated with Frooti as it not only brings forth memories but also personally connects with me even today. I look forward to taking the fun world of #TheFrootiLife to all my fans and invite them to be a part of this fun-filled journey”

    Further commenting on her continued association with Frooti, actor Alia Bhatt added, “Frooti is the drink that I truly relish and enjoy. I look forward to immersing myself once again into the magical world of #TheFrootiLife with one of my closest allies Varun”.

    Parle Agro also continues its association for the second year in a row with Tollywood superstar Allu Arjun as the face of Frooti in South India.

  • COLORS steps up the game with India’s Got Talent #talent4good initiative

    COLORS steps up the game with India’s Got Talent #talent4good initiative

    MUMBAI: ‘Don’t let talent go to waste’, advocates COLORS’ flagship reality show, Maruti Suzuki Arena presents India’s Got Talent powered by Vaseline and Frooti.  The show that adjudges talent sans any gender, age, social status or location bias, in its 8th Season took innovation a notch up with its latest campaign called, #Talent4Good. Expounding on its launch proposition – ‘Woh talent hi kya jo kisi ke kaam na aye’ and adding more color to the lives of the less privileged, the campaign engaged their viewers and involved more than 50 NGO’s to spread joy amongst their beneficiaries. Talented individuals from various cities formed groups, sang, danced and performed with members of q-age homes, orphanages, and other under privileged sections to fill up the void of companionship and to entertain them through their talent and light up their lives. Spreading cheer across the country, the campaign managed to touch the lives of many through these efforts.

    The high-buzz media outreach plan that spanned across different platforms and also mobilized more than 900 students across 58 markets to use this opportunity and exhibit their talent to spread cheer in the society. This initiative resulted in an overwhelming participation of people from different walks of life.

    Having rolled out an effective and engaging media campaign said, Sapangeet Rajwant, Head- Marketing, COLORS, “India’s Got Talent as a concept provides us with a huge canvas to engage viewers across age groups. Leveraging the festival period when people are in a generous mood we went to town with the   #Talent4good campaign giving every individual a chance to give back to the society in a very simple way, i.e. by showcasing their talent. Lightening the burden of many families, COLORS, distributed hearing aids amongst those with a hearing disability and also went into hinterlands to distribute food grains, thus helping and cheering up the indigents. Our endeavor has always been to draw viewers in a way that is relevant and constructive. With efforts such as these our commitment towards being socially relevant continues on-air as well as off-air.”

    Engaging the existing and inviting new audiences the #Talent4good campaign witnessed more than 2 million listeners of Mumbai and Delhi through various activities. While Radio City RJs entertained children from orphanages through their singing and storytelling talents, BIG FM listeners were urged to beautify the city, converting dirty walls into colourful murals. Local talent entertained beneficiaries of various NGOs in Delhi, which was amplified through Big FM.

    900 colleges in 40+cities were contacted to adopt and take forward the messaging of the #together4good campaign.  Across pandals in Ahmedabad, Surat and Rajkot, dancers showcased their talent and the calories thus burnt were equated to the quantity of food packets/meals and donated to NGOs. The channel distributed 2,000 kg of food grain to 27 NGOs.

    Hearing aids were given away at a musical event hosted by 9X Tashan in which 10,000 audience members displayed their collective singing talent. A talent hunt was organized at the Colors Golden Petal Club in Lucknow, Kanpur, Varanasi and Agra, giving participants a chance to be become a part of the COLORS family. Through Maharashtra’s Got Talent, people from 25 cities across the state showcased their talent and entertained the underprivileged. A talent workshop was also conducted for differently-abled children. Resident Welfare Associations across Mumbai were tapped during Navratri to spread the message of the campaign.

  • The comeback of iconic brands

    The comeback of iconic brands

    MUMBAI: In today’s metamorphic world, it is a constant struggle for brands to retain their identity and ensure that they are constantly in the minds of people. There have been iconic brands of the past which one fine day decided to vanish into thin air. Though still present, they dropped advertising and years later felt the urge to bounce back with a bang.

    Be it the mango flavoured drink Frooti, or Appy Fizz, Crompton products, deodorant Old Spice, mobile handset Nokia or television champion Onida with its iconic devil, all these brands were superheroes of their own time and in their respective categories but disappeared from television screens with digitisation and modernisation kicking in.

    After being away from television screens for sometime, Parle Agro’s Frooti hit the screens with a new brand ambassador Shahrukh Khan which helped in boosting sales. 

    Old Spice, which was known for its masculine and metrosexual male-dominated ad, came back with its new brand ambassador, Milind Soman in 2013, a man who women believe resonates with the company’s name and is an old spice himself. The ad helped Procter & Gamble (P&G) to target the metrosexual youth of today with India’s own ‘Iron Man’, doubling its revenue.

    The question for any comeback is whether to create a new product or reaffirm the brand legacy. Tonic Worldwide chief strategy officer Unmisha Bhatt believes that it is a bit of both since as long as the brands are broadly loyal to the category, the legacy is maintained. But in some cases, the brand and product may be obsolete. 

    She also notes that legacy can also backfire with millennials considering that the brand could be perceived as fuddy-duddy and outdated as the new age consumer is looking for ‘cooler’ brands and not heritage brands.

    Mediacom India managing partner Niti Kumar notes that once the brand has re-established itself it can move into line extensions and newer audiences and product line to stay relevant. 

    Today, we spend over 70 per cent of our waking hours on digital, especially mobile, with the rise of smartphone usage and data consumption in the broader strata of society. Hence, Bhatt thinks that while using a healthy media mix, brands need to embrace modern technologies so that their strategy is relevant not only for today but is also future-proof.

    While traditional media including television, hoardings, pamphlets among others would have been a great way to communicate and get the message across 20-30 years ago, they are no longer relevant. Today, regardless of the product, digital is the key to every brand’s communication and, hence, brands that want to come back should leverage it.

    One of the most important qualities that a brand needs to possess in this digital age is vigilance as today’s consumer needs answers and assistance at the drop of a hat and if a brand fails to deliver, there is a greater possibility of it snowing in Mumbai than of them giving you a second chance.

    Brands need to stay true to their legacy as it is after all their greatest asset, according to White Rivers Media CEO and co-founder Shrenik Gandhi. He also suggests brands to never underestimate the power of a beautiful story as stories make sales pitches palatable and no one likes to be sold to.

    Brands should play to their strength but they should not overestimate what their heritage brings to the table. Kumar thinks that sometimes, brands tend to think that because they’ve had a history and legacy in the past, it will still be relevant today, but that is not true and brands need to realise it because the consumer and market are evolving.

    For Gandhi, Maggi’s comeback after battling the shattering of trust and the rise of an unprecedented new competitor was something that kept all marketers hooked and was a historic example. To find a place back in the hearts, minds and plates of customers is tough, and Maggi did it effectively, albeit in a lot more than two minutes.

    While for Kumar Old Spice ad stood out among the rest, Bhatt thinks that Onida campaign was a fine example of a comeback and the recent television commercials during IPL matches are an example of that. They have evoked a great response, touching the nostalgic chord of the older generations and the contemporary ‘devil’ appealing to the younger masses also. However, it would have been exciting to see Onida also take a digital leap and connect with the millennials more smartly with engagement driven campaigns, new formats, tech interventions at retail outlets, e-commerce-based innovations and contextual weather-based innovative search campaigns, reviews and tech influencers.

    Communication is a bridge between the old generation and the new, and it helps in reaching smaller pockets of the nation. Any brand that communicates well with its audience is sure to succeed in the long run. This also means, changing the communication and its medium as and when required to keep up with changing times. Here’s to more brands that have resurrected or want to resurrect from the dead to capture the ever-fragmented market!

    Also Read :

    Indian TVCs that rapped with consumers

    Guest column: Ads that didn’t work!

    Mirza and the art of brand endorsement

    New Era up for hard graft in India

  • Posterscope rolls out ‘Frooti’ OOH campaign

    Posterscope rolls out ‘Frooti’ OOH campaign

    MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife.

    The core objective of the campaign is to create high visibility and impact for Frooti in the 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.

    Parle Agro JMD and CMO Nadia Chauhan. 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 aligned with our brand strategy ensuring our campaigns achieve maximum impact.”

    Posterscope APAC regional director Haresh Nayak 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.”

  • Posterscope rolls out ‘Frooti’ OOH campaign

    Posterscope rolls out ‘Frooti’ OOH campaign

    MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife.

    The core objective of the campaign is to create high visibility and impact for Frooti in the 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.

    Parle Agro JMD and CMO Nadia Chauhan. 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 aligned with our brand strategy ensuring our campaigns achieve maximum impact.”

    Posterscope APAC regional director Haresh Nayak 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.”

  • Make mornings lively with bindass’ ‘Beats’

    Make mornings lively with bindass’ ‘Beats’

    MUMBAI: bindass channel is riding on huge waves of success with its fiction web series Girl in the City. Based on a girl named Meera Sehgal enacted by Mithila Palkar from Dehradhun, the show has been appreciated by many. It had also created ripples on the web in a short span of time with million plus views on social media platforms.

    It is recently known that the channel has embarked a new show titled bindass Beats in collaboration with Frooti. Sources reveal that the deal between the sponsor and channel will be around Rs 25-28 lakhs.

    Spreading dancing as a happy mantra, the one hour long show airs on the channel every Saturday at 9 am and every Sunday at 12 pm on bPlay. Both the platforms will have different music and packaging based on the theme of happy life, happy music.

    In a move to increase viewers’ participation, the channel has also initiated an interesting activity. Viewers can make their own #‎MangoBango dance video and upload on Facebook and tag @Frooti and can get a chance to win exciting goodies.

  • Make mornings lively with bindass’ ‘Beats’

    Make mornings lively with bindass’ ‘Beats’

    MUMBAI: bindass channel is riding on huge waves of success with its fiction web series Girl in the City. Based on a girl named Meera Sehgal enacted by Mithila Palkar from Dehradhun, the show has been appreciated by many. It had also created ripples on the web in a short span of time with million plus views on social media platforms.

    It is recently known that the channel has embarked a new show titled bindass Beats in collaboration with Frooti. Sources reveal that the deal between the sponsor and channel will be around Rs 25-28 lakhs.

    Spreading dancing as a happy mantra, the one hour long show airs on the channel every Saturday at 9 am and every Sunday at 12 pm on bPlay. Both the platforms will have different music and packaging based on the theme of happy life, happy music.

    In a move to increase viewers’ participation, the channel has also initiated an interesting activity. Viewers can make their own #‎MangoBango dance video and upload on Facebook and tag @Frooti and can get a chance to win exciting goodies.