Parle Agro partners Posterscope for Frooti rebranding campaign

MUMBAI: When Parle Agro decided to introduce a refreshingly new visual identity for its legendary mango drink ‘Frooti’, it vested the responsibility with Posterscope India for its Out-of-Home (OOH) communication.

The new Frooti campaign is designed to be impactful with bold graphics and vibrant colours, wherein the communications focus is entirely on the visuals of the new packs that are depicted to be larger-than-life.

The task put forth by the Parle Agro team to Posterscope India was to create a buzz about the brand’s new look and leave a lasting impression on the consumer’s mind such that it would support and boost its on-ground visibility.

Posterscope conceptualised and created an outdoor implementation strategy for Frooti that was nothing less than omnipresent. It delivered month-long visibility to the brand across 100+ markets pan India to address the objective of establishing the product as a leader and as the voice of authority in its category. The campaign was not just high impact, juxtaposed against sustained visibility, but also exhibited high cost efficiency.

Using its novel research study - Outdoor Consumer Survey (OCS), Posterscope conducted an analysis to target consumers wherein it identified the most relevant touch-points and high footfall locations across market segments. Further, with the help of its proprietary 'Prism' suite of tools, Posterscope created a judicious mix of impact, reach, frequency and intrigue by using a combination of large and small format media units.

Meticulous planning was undertaken for appropriate media selection and media placement at key high traffic locations, arterial roads, congregation points, product consumption locations, hangout places and transit places. While the largeness was provided through billboards, the differentiation was created by the right kind of media mix that encapsulated more than 20 different outdoor media formats including street furniture and transit media. 

To stand out and create differentiation in the cluttered metro markets, Posterscope created media clusters. For this, a combination of multiple media touch points were rolled-out within close proximity to create ‘The Frooti Life Zone’.

The challenge for the Posterscope team was to get the campaign live almost simultaneously across a humungous geographical spread of metros, state capitals, tier 1 and tier 2 towns, tourist locations and national highways.

Additionally, there were multiple creatives manifesting “The Frooti Life” that had to be used prudently to offer visual freshness to the campaign. It required extensive implementation, planning and flawless coordination from the Posterscope teams across regions to achieve this herculean task.

Parle Agro JMD and CMO Nadia Chauhan said, “We are employing a differentiated marketing strategy with the entire brand revamp and new positioning for Frooti. With our new campaign, we want to make the brand relevant and appealing to consumers across generations and build higher aspirational values around it.”

Posterscope APAC regional director Haresh Nayak added, “We are glad to be associated with the brand-revamping exercise of Frooti ensuring the creating of high impact visibility with the wide spread outdoor campaign.”

Consequent to the task undertaken, the result was an extremely visible outdoor media campaign that was delivered seamlessly across 100+ markets and entailing nearly 2000 media units - all implemented in record time. 

Latest Reads
Mother's recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories