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Tag: Parle Agro

  • Parle Agro unleashes OOH campaign for Frooti storytelling

    Parle Agro unleashes OOH campaign for Frooti storytelling

    Mumbai:  Entering the festive season, Parle Agro, the leading player in the Indian beverage industry, has unveiled a large-scale, disruptive Out-of-Home (OOH) campaign bringing their iconic mango drink, Frooti, into the spotlight. The mission is clear – achieve widespread visibility for the brand during this season and become an integral part of India’s major festive celebrations.

    This campaign marks the first time in five years that Parle Agro has launched such an extensive outdoor media blitz for Frooti during the festive months. Frooti currently dominates prominent locations in key cities across India, employing a creative approach that builds storytelling through outdoor advertising. This innovative strategy aims to captivate audiences and immerse them in a narrative that’s as refreshing as a sip of their iconic mango drink.

    Parle Agro created dynamic content for DOOH, effectively breaking through the clutter and creating substantial impact. This outdoor strategy is also aptly timed, coinciding perfectly with the ongoing festive fervour. The brand has meticulously aligned its media deployment and campaign messaging with various regional festivals, ensuring a seamless connection with the essence of each celebration.

    A noteworthy example was witnessed during Mumbai’s Ganpati Visarjan. Parle Agro created custom Frooti ads to bid farewell to Lord Ganesha, strategically placing them at key locations such as Juhu Chowpatty and Marine Drive. These ads conveyed a heartfelt message of saying goodbye to the idols as they were immersed in the sea, becoming an integral part of the Ganpati celebration. This is the first time, Digital Out-of-Home (DOOH) advertising has been used this uniquely and effectively by a brand.

    This year also marks a return to nostalgia as Parle Agro prominently features the iconic tagline, “Mango Frooti: Fresh & Juicy” in all their creatives. This strategic move aims to rekindle the enduring association between Frooti and festive celebrations.

    The OOH campaign has garnered significant attention, having taken over high-traffic areas, major arterial roads and junctions. The DOOH ads with their personalised creatives are grabbing even more attention. Frooti’s dynamic visuals, featuring brand ambassadors Alia Bhatt and Ram Charan, are prominently displayed in landmark corporate areas, media sites, and residential neighbourhoods in key markets across India. Considering the festive season and the lineup of popular movies, DOOH advertising inside INOX and PVR theatres is also in the planning stages.

    The Frooti outdoor campaign is spread across an impressive 150 markets in India.

    Parle Agro joint managing director & CMO Nadia Chauhan said, “This year, our creative approach revolutionises storytelling. We’re transforming outdoor advertising into a narrative art form that captivates and immerses our audiences. We’re pushing the boundaries for Frooti during the festive season by doing things that have never been done before. With this disruptive Out-of-Home campaign, we aim to capture the spirit of celebration and share it with the people of India.”

    Platinum Outdoor and Madison Retail Paradigm (MRP) CEO Dipankar Sanyal said, “Parle Agro outdoor campaigns take over the streets of India. The campaigns embody what Parle Agro eschews as a brand –innovative, forward-looking, stylish, aggressive, and experimental yet connected with every stratum of the consumer base. We manage to bring vigour and newness to each campaign with an ideal choice of media, locations, and touchpoints. All this is married to data and Madison proprietary tools to reach consumers and deliver effectiveness. Being associated with Parle Agro and part of the journey is a matter of pride and honour for Platinum Outdoor.”

  • Kaun Banega Crorepati reigns as advertisers’ beloved choice, continuing its impressive run on SonyLIV!

    Kaun Banega Crorepati reigns as advertisers’ beloved choice, continuing its impressive run on SonyLIV!

    Mumbai: Over the years, ‘Kaun Banega Crorepati’ has become synonymous with the hopes and dreams of millions. The show, cherished by audiences of all ages, continues to make a significant impact on people’s lives. The reality show has returned with its 15th season, accompanied by the highly acclaimed feature, KBC Play Along on Sony LIV.

    The last season of KBC has proven to be an extraordinary triumph, surpassing previous records on the platform. Furthermore, ‘KBC Play Along’ allows users to participate real-time while watching the show on the app. This initiative creates an ideal environment for advertisers to target a highly engaged audience through Sony LIV exclusive integrations.

    Seizing this opportunity to engage with a broad and diverse audience, renowned brands have joined forces to convey their brand messages and connect with viewers through distinctive brand integrations. ACKO, India’s leading digital insurance company and Vimal have come onboard as a ‘Co-Presenting Sponsor’. As part of this partnership, ACKO has tactfully partnered with the platform for KBC lifelines across the show & Play Along to build the brands proposition as consumer’s go-to Lifeline for their insurance needs across Health & Auto categories.

    IDFC FIRST Bank joins as the ‘Banking Partner’, exclusively representing banking branding throughout the show. This involves presentation of IDFC FIRST Bank Branded cheques to the winners and interactive assets on Play Along.

    India’s major electronics retailer, Croma, steps in as a ‘Co-Powered Sponsor’. Croma will conduct unique quizzes for its online and offline customers, offering a chance to be a special guest on the KBC set, among other rewards. Additionally, to build and highlight the brand’s online presence, contestants who surpass 25 lakhs can select a Croma appliance as a prize from “Croma.com Cart Unlocked”.

    The show also brings in UltraTech Cement, Parle Agro and Atomberg as Partner sponsors along with other prominent advertisers.

    Comments

    Sony LIV head AD sales revenue Ranjana Mangla

    A show with a global legacy, Kaun Banega Crorepati has truly become an essential part of Indian culture, representing knowledge, aspiration, and growth. A huge and diverse audience base along-with active participation via LIV exclusive Play-along provides advertisers scaled reach with multiple touchpoints supported by innovative integrations and contextual creative renditions to land their message effectively in a seamless manner. Continued sponsorship partnerships with Acko, IDFC, Vimal, Ultratech and repeat investments from many others are solid testament to KBC delivering great value to advertisers on-board.  

    Croma COO Shibashish Roy

    We are excited to team up with SonyLIV for KBC, a journey filled with knowledge, excitement, and endless possibilities. Like the show’s spirit, Croma aims to empower people with latest in technology and seamless experiences. The partnership highlights our common goal to spark curiosity and shape a world where innovation is limitless.

    Parle Agro joint managing director & CMO Nadia Chauhan

    At Parle Agro, we are thrilled to associate our Smoodh dairy beverage with the intellectually stimulating Kaun Banega Crorepati on Sony LIV. We eagerly anticipate rewarding the Play Along participants, who showcase sharp intelligence and keen insight—traits that echo the essence of both our brand and the show. This alliance embodies our steadfast dedication to innovation, knowledge, and unparalleled quality.

  • Parle Agro launches ‘Smoodh Hazelnut Chocolate’ campaign; provides rich taste to consumers

    Parle Agro launches ‘Smoodh Hazelnut Chocolate’ campaign; provides rich taste to consumers

    Mumbai: Beverage giant Parle Agro has introduced a delicious new variant to their disruptive flavoured milk portfolio – Smoodh Hazelnut Chocolate. The new offering is the fourth addition to their widely loved dairy beverage range.

    Parle Agro has also introduced a high-intensity campaign for the new offering targeting consumers across India. This includes visibility in 90+ channels, digital platforms as well as across one-third of cinemas across India. 

    Crafted by combining the irresistible taste of top-quality hazelnuts and chocolate and blended with the goodness of milk, the new Smoodh Hazelnut Chocolate is a wholesome, energy-boosting, and nourishing drink. Its creamy and silky texture coupled with the rich taste of hazelnut chocolate is a complete delight to the taste buds and will light up your day in a healthy way. 

    Smoodh Hazelnut Chocolate is available in Parle Agro’s classic and convenient, single serve Tetra Pak at the price of Rs 10 for an 85 ml pack. Hazelnut-based offerings are typically priced higher than others. Driven by their resolute mission to bring best-in-class products to consumers across India, Parle Agro has been able to once again, draw on their innovative and technology-driven approach to offer a hazelnut flavoured chocolate milk drink at the incredible value of Rs 10, a price dominated by Parle Agro in the beverage category. 

    Commenting on the launch of the new flavour, Parle Agro joint managing director & CMO Nadia Chauhan said, “We are delighted to introduce Smoodh Hazelnut Chocolate and bring the rich taste of hazelnut and chocolate to consumers across India. This offering is another unique innovation from Parle Agro and we are confident it’ll see much love and acceptance from consumers.”

    Apart from Hazelnut Chocolate, the other three flavours that Smoodh is available in are ‘Chocolate Milk’, ‘Toffee Caramel’ and ‘Coffee Frappe’.

  • PepsiCo takes Parle Agro to court over ‘For the Bold’ tagline

    Mumbai: PepsiCo India has filed a trademark violation case against Mumbai-based beverages major Parle Agro over the use of the tagline- ‘For The Bold’ by the latter for the beverage B Fizz launched last year.

    The US beverage and packaged food company moved the Delhi high court earlier this month claiming a trademark infringement with the multinational, arguing in its petition that ‘For The Bold’ was a registered trademark of its Doritos chips brand globally, which Parle Agro used for its ‘B-Fizz’ beverage.

    PepsiCo pleaded with the court to restrain the Mumbai-based beverages company from “infringement, passing-off, dilution, and unfair trade competition”. The court directed Parle Agro to file a written response in a month while fixing the next date of hearing on 16 July.

    PepsiCo India has also sought Rs two crore in damages and a permanent injunction against the Frooti & Appy Fizz brands from using the cited tagline, alleging it would result in a “violation of the statutory and exclusive proprietary rights of the PepsiCo”. It has also sought an order for delivery of “destruction of all products including bottles, cans, packing material, stationery, carry bags, price stickers, visiting cards, billboards, brochures, promotional material, point of sale material, letterheads, cash memos, signboards, signposts, leaflets, cartons or any other items of whatsoever description and nature, bearing the expression/ tagline ‘For The Bold’”.

    The maker of Frooti & Appy Fizz had launched the malt-based B-Fizz carbonated soft drink last October, in a fresh attempt to grab a larger market share in the fizzy beverages category. The fizzy drink is being promoted by Priyanka Chopra Jonas and Jr NTR in South Indian markets. Cans and bottles of the beverage come with taglines “Be the Fizz! For the Bold!” and “Positioned as a drink for the Bold, B-Fizz presents a unique, bold, and invigorating taste profile,” the company had stated at the time.

    On the other hand, the New York-based giant has used “For The Bold’ as a tagline for its tortilla chips brand Doritos since 2013. According to PepsiCo, Doritos is a $1-billion-plus flagship brand that is one of the fastest-growing snack brands in the snacks and beverage major’s portfolio. In 2017, the company announced that it is producing Doritos in India at its snacks manufacturing facility in Kolkata.

    Meanwhile, both the parties involved declined to comment on the matter saying the case was sub judice.

  • Priyanka Chopra stars in first TVC for Parle Agro’s Fizz portfolio

    Priyanka Chopra stars in first TVC for Parle Agro’s Fizz portfolio

    MUMBAI: Beverage company Parle Agro has strengthened its positioning in the sparkling fruit drink category by rolling out a multi-media campaign for its Fizz portfolio. The brand’s Appy Fizz and B-Fizz offerings are all set to go big with a first-ever television commercial.

    The film, featuring national brand ambassador Priyanka Chopra and leveraged in the south with superstar Jr NTR, is already on air and will be aired across national and regional channels.

    Parle Agro’s summer campaign for 2021 is set to build the Fizz portfolio further and position it as the next big super duo brand in the beverage industry. It plans on generating tremendous buzz with an aggressive multimedia campaign, including TV, OOH and digital.

    “Our brand ambassadors are not only the biggest and most celebrated icons in their fields, they also complement the leadership position of Parle Agro’s fizz brands as well. With the collective effort of this massive launch for our Fizz portfolio, we aim to double our market share in the sparkling fruit drink category in the coming year,” said Parle Agro joint managing director & CMO Nadia Chauhan.

    The TVC this year will also have a strong focus on digital strategy and engagement as Parle Agro invests in IPL to a large degree. With B-Fizz being a youth-centric brand, and IPL being a cricket format favoured by the youth, Parle Agro believes this digital partnership with IPL on Hotstar will generate the right reach.

    Plans are underway to expand B-Fizz’s SKU to reach new audiences and to expand the brand’s footprint. This will help Parle Agro build new opportunities that will further bolster the positioning of B-Fizz.

    &Walsh, the creative agency for Parle Agro, has led the campaign narrative for the television commercials, print and digital. The films have been produced by Superlounge, LLC, New York, USA along with Scissor Films and directed by John Poliquin.

  • Group M-owned MediaCom India wins Rs 200 crore media mandate for Parle Agro

    Group M-owned MediaCom India wins Rs 200 crore media mandate for Parle Agro

    MUMBAI: Parle Agro, one of India’s largest beverage company with iconic brands like – Frooti, Appy & Appy Fizz, has awarded its media mandate worth Rs 200 crores to Group M owned media agency MediaCom India, following a multi-agency pitch that lasted well over three months.

    As the full form AOR for Parle Agro in India, MediaCom will be responsible for the media strategy, planning, buying and implementation for all media in Indian sub-continent. Atahe account will be supervised by the MediaCom Mumbai office starting December 2019.

    Announcing the deal, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “We are happy to have MediaCom on board.  As Parle Agro gears up for the next level of growth, our strategic partnership with MediaCom will help drive our aggressive targets through innovative and disruptive media strategies.“

    Commenting on the win, Prasanth Kumar, CEO, Group M South Asia, said, "First, massive congratulations to Mediacom on the Parle Agro business win. It’s a very special moment for us. It is a fantastic opportunity to work on the portfolio of iconic brands across the Parle Agro group. And am confident Navin and his team will continue to bring in their collective experience and leverage our network’s strengths to deliver the best for Parle Agro’s portfolio of brands."

    Navin Khemka, CEO, MediaCom South Asia, added, "Parle Agro has a long and illustrious history – it has established leading household beverage brands by creating innovative and iconic products for over 34 years. We are completely in sync with their philosophy – and what makes this partnership even more exciting is that pursuing growth is our primary target, which calls for an extremely dynamic association. We are looking forward to creating an unmatched brand experience for our consumers. "

    A pioneer in the beverage industry, Parle Agro Pvt. Ltd. is the largest Indian beverage company with a brand turnover of Rs 5000 crore.

  • 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.

  • DAN’s Posterscope rolls out campaign for Appy’s new avatar

    DAN’s Posterscope rolls out campaign for Appy’s new avatar

    MUMBAI: Appy, an apple juice drink by Parle Agro, has joined hands with Dentsu Aegis Network’s Posterscope India to roll out a new campaign featuring Appy’s new avatar. The Rs-3 billion brand continues the use of its distinctive black packaging, with an evolution of its logo developed to build a strong brand persona, attracting new consumers to the brand.

    Building on the brief, Posterscope India crafted a campaign highlighting the brand’s new bold, chic look that resulted in a media mix delivering both impact and reach. The media formats used were billboards, bus shelters, gantries, unipoles, bus wraps, metro pillars, etc. In an attempt to create impact, multiple creatives are being used across cities. The campaign has been executed in 30 plus cities that include the top eight metros, the tier 1 and tier 2 cities.

    The main objective of the campaign was to create reach and awareness. From arterial routes, youth hangouts, shopping destinations to residential belts, all were covered methodically using a mix of media formats to get maximum visibility. Posterscope made extensive use of its primary research tool Outdoor Consumer Survey (OCS) to arrive at the TG touchpoints and its planning tool, OOHZONE, for zeroing on the right media placement location and plan optimisation.

    Ashvin Bhatia, Associate Vice President, Posterscope Mumbai said: “We used our own core understanding of the Appy brand DNA and our location expertise to arrive at an optimised consumer centric approach.”

    Fabian Trevor Cowan, Director, Posterscope India said “Posterscope’s association with Parle Agro goes back a long time. We have deeply invested in this relationship and are honoured to be part of their out of home initiatives”.

    Nadia Chauhan, JMD & CMO, Parle Agro said, “The new Appy design gives it a contemporary and bold look and is being communicated with high impact campaign to create top of mind brand recall in the cluttered beverage category.”

  • Parle Agro launches #FrootiGoFizzy

    MUMBAI: Parle Agro recently announced the launch of Frooti Fizz, an extension of its flagship brand Frooti. The launch is supported by an integrated communication campaign #FrootiGoFizzy, exuberating its playful characteristics. Frooti Fizz seeks to refresh the category it created, of fruit plus fizz drinks in 2005.

    The commercial, conceptualised jointly by S&W based in New York, produced by Hornet Inc., New York, directed by Clim, will go live on 1 April on TV. The music for the campaign is directed by Amit Trivedi.

    The product and the campaign will connect to the young consumers who are looking for alternatives to synthetic drinks and are gravitating towards healthier options like fruit based drinks. The #FrootiGoFizzy campaign will move forward the expansion of Parle Agro’s fizz portfolio by creating an offering to the large set of Mango drink consumers with Frooti Fizz. 

    The campaign builds an elevation in the level of fun of one’s’ life with its bubbly experience conveying how Frooti Fizz is different, with a unique combination of mango and fizz together. The campaign, conceptualised by Sameister & Walsh, includes a new TVC for its mass reach. Along with television, the campaign will include high impact outdoor, print and strong digital campaigns set in a world of optical illusions, targeting the brands core target audience. 

    To further fuel the growth for the brand, Frooti Fizz will also be a part of the largest on-air property, the Indian Premier League, coming on board as an associate on-air sponsor.

    The campaign will also see focus on radio and cinema along with on-ground activations bringing out the spirit of the super cool, playful and fresh feel of the brand in all possible ways. Alia Bhatt’s, recently announced as the brand ambassador, palpable energy and bubbly persona in the campaign is a perfect representation of the young and trendy generation and will help amplify the playful quotient of Frooti Fizz.

    Parle Agro JMT Joint and CMO Nadia Chauhan said, “We are confident that the power of both Frooti & Fizz in one brand, coupled with the aggressive marketing strategy for #FrootiGoFizzy, will be impactful for the brand growth and help us grow this category.”

    Sagmeister & Walsh partner Jessica Walsh said, “The goal with the new branding we created was to merge the two visual languages from the existing brands so the consumer would feel the familiarity while also recognising it’s a fresh new evolution of these beloved brands. We chose to work with Alia Bhatt as the brand ambassador as she’s fun, funky, fresh and full of energy.”

    Bhatt said, “I had an amazing experience and tremendous fun being a part of it. #FrootiGoFizzy is a quirky campaign & all about just having a whole lot more fun in life.”

    Director Clim said, “The gift of creative freedom is something you don’t normally see much of in the commercial world. Collaborating with creative minds like Jessica. Nadia, Zak Mulligan (Director of Photography), the powerhouse that is Alia, and our amazingly talented and diverse crew was something unique.”

  • NITI Aayog, Nestlé India, Tata Global & Parle Agro execs pocket Excellence Awards

    MUMBAI: The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) jointly announced the first ever champions of excellence who would be felicitated at the Goafest on 7 April 2017.

    The awards were conceived and curated by the AAAI and TAC for acknowledging and saluting visionary advertisers who have taken the leap of faith and invested resources, ensuring that “Great ideas transform into Great advertising”.

    The jury consisting of senior members of the awards governing council of the Abby’s at Goafest were unanimous in selecting NITI Aayog CEO Amitabh Kant, Nestlé India Ltd South Asia Region Sr. VP & Head of Communications and E- Commerce Chandrasekhar Radhakrishna, Tata Global Beverages chairman Harish Bhat and Parle Agro JMD and CMO Nadia Chauhan, GCMMF Ltd (Amul) managing director R.S.Sodhi as the first ever recipients of this new and prestigious industry award for their role in inspiring great advertising.

    AAAI presdient Nakul Chopra said “For the first time we are honoring advertisers at the Goafest. This award is very special as it acknowledges the pivotal role played by these men and women we call “clients” but who have acquired a much larger status in the overall brand scenario. These are the select few individuals who have helped build and nurture brands, supporting their Agency partners every step of the way.

    The Advertising Club president Raj Nayak added “As an industry we need to salute these Brand Custodians who stake the reputation and money of their Brands on the creativity of their advertising agencies. They literally take that leap of faith every day. Having them at Goafest would be very inspirational for the audience.

    Goafest chairman Ashish Bhasin said, “We always celebrated advertising agencies, digital companies, production houses and media companies at the Goafest. Now with top advertisers being honoured, the festival is more complete.”

    Awards’ Governing Council chairman Ramesh Narayan said, “This award really places the advertiser at the center of the communication effort, and rightfully so. The response for nominations from advertising agencies was quite good and I am confident this would go on to become one of the highlights of the Goafest in the years ahead. What is advertising without the advertiser?”