MUMBAI: Aerated apple drink from Parle Agro Appy Fizz has signed on Bollywood actor Saif Ali Khan to star in the new television campaign.
The TVC is conceptualised by Creativeland Asia, the communications partner of Parle Agro.
In the new TVC, Appy Fizz (the bottle mascot) is seen hanging out with Saif while he shoots for films or chills with friends and Appy Fizz keeps him in high spirits with his sparkling wit and his famous one-liners.
The TVC will be supported by strategic point-of-sale branding and BTL activities. New table top dispensers and chillers introduced to display Appy Fizz will add to the overall visibility of the brand at retail outlets.
In a major shift in marketing strategy, this is the first time that Parle Agro has used a Bollywood actor for any of its brands. Khan was chosen mainly because of his status as an icon for youthfulness, maturity and fun.
Appy Fizz is a youth brand, mirroring the youth in everything it does.
Parle Agro joint managing director and CMO Nadia Chauhan said, “Saif Ali Khan is a great youth icon who loves his work as much as his life. The actor brings in the cool quotient to Appy Fizz’s friends circle, and both together compliment each other and make a very entertaining duo. We’re sure the two will make a winning pair. We see huge potential in this brand and its massive acceptance has us led us to invest heavily in it. We see a very large growth contribution from Appy Fizz this year and in the years to come.”
Set in a film studio, the ad opens with Khan taking a break with his friends at his cool hang-out pad. When he opens the fridge to offer them drinks, Appy Fizz jumps out screaming ‘Saaaiifffff’ scaring everyone. Khan introduces him to his bunch of friends and in his typical witty style; Appy Fizz exclaims his long-standing friendship with him that takes even Khan by surprise. Appy Fizz recalls his days with Khan since Dil Chahta Hai, Omkara, Hum Tum and Main Khiladi Tu Anadi. His moment comes when the actor isn’t able to place him in those days, to which Appy Fizz snaps, “Next to the popcorn. During the interval!” which is when the gang bursts out laughing.
The TVC ends with one of Khan’s friends asking Appy Fizz what he was doing in the fridge to which Fizz smartly quips “chilling”, setting everyone laughing again.
Creativeland Asia founder and creative chairman Sajan Raj Kurup, who also directed the films, said: “I’m glad we have been able to design a campaign that preserves the sanctity of Appy Fizz communication over the years and yet build in a popularity factor through Saif Ali Khan as a celebrity cast. What makes it even cooler is the fact that it has been able to depict Saif Ali Khan as a hangout buddy and not necessarily a celebrity endorser in the campaign.”
Parle Agro has also used the occasion to introduce Appy Fizz in 300ml packs aiming to attract new consumers to the brand.
