- Launches national campaign with brand ambassadors, Alia Bhatt and Ram Charan for India’s iconic
mango drink
- Kicks off a 360◦ marketing campaign across multiple mediums to connect with consumers
National, March 24, 2022: With summer back in all its glory, Parle Agro is geared up to take the
beverage industry by storm after a two year pandemic lockdown. The pioneering Indian beverage major
has launched a mega-marketing campaign for its flagship brand, Frooti to drive enormous reach and
excitement for Frooti across the country.
Parle Agro’s high decibel campaign for Frooti is set to roll out across multiple mediums including TV,
OTT, Digital and Outdoor. To reach out to existing and new consumers, the brand communication will
also be promoted across mass pillars like entertainment and sports. The Frooti TVC will be advertised
during IPL on national TV and Disney+Hotstar as well as during World Television Premieres of
blockbuster movies through ad spots. With this, the brand aims to capitalize on the high reach and
visibility that big-ticket events garner.
Conceptualized by &Walsh, the heartfelt TVC for Frooti celebrates ‘togetherness’ along with ‘Frooti fun’,
an element that is intrinsic to the brand. Featuring brand ambassadors, Alia Bhatt for national channels
and Ram Charan for southern markets, the TVC narrates a fictional story of the origin of Frooti in an
adorable tale, just like how the people of India perceive the brand. In the film, a town comes together to
build a factory around a giant mango-meteor that crash lands in their village. This results in the creation
of India’s beloved mango drink, Frooti which the town folk share with the rest of the country.
The film touches on key themes that have always been part of Frooti’s DNA – togetherness and
community. After spending two years apart from family and friends, the endeavor of this film is to
remind consumers of how powerful it can be when we come together. The tagline ‘So Frooti Together’
highlights this core message which is accompanied by the brand’s classic tune that consumers connect
with – ‘Mango Frooti, Fresh n Juicy’.
Speaking on the launch of Frooti 2022 campaign, Nadia Chauhan, Joint Managing Director & CMO,
Parle Agro said, “With offices, education institutes, OOH entertainment and tourism opening up to
nearly 100%, the summer of 2022 emerges as the first summer in two years that promises to be the
strongest and most robust for growth. This is a great time for the beverage industry and as a leading
player in the category, we are thrilled to dive into an aggressive summer with a strong campaign for
Frooti with brand ambassadors, Alia Bhatt and Ram Charan. Our marketing activities for this summer are
one of our most aggressive and we look forward to strengthening our reach and connections with our
consumers this year with no restrictions.”
With travel and public transport operating to full capacity, consumers’ on-the-go have gone up
significantly nearly touching pre-Covid levels. With the boost in opportunities for out-of-home
consumption, Parle Agro has strategized a high impact and innovative OOH plan for Frooti with eye
catchy hoardings at places of commute and points of purchase to capture consumers who are on the
move.
Watch the new ad campaigns for Frooti here:
Frooti TVC with Alia Bhatt: https://www.youtube.com/watch?v=-nSE5UTTecI
Frooti TVC with Ram Charan (Telugu): https://www.youtube.com/watch?v=356Pr6KN6XQ
(Released in Tamil, Malayalam and Kannada as well)
Credits:
Client: Frooti by Parle Agro
Agency: &Walsh
Creative Director: Jessica Walsh
Director: Lake Buckley, Mab & Becho
Production: 1st Ave Machine, Ransom Film
Post-Production: 1st Ave Machine
Sound Design: Interlude Sounds
Music: Salim Merchant
About Parle Agro:
A pioneer in the beverage industry, Parle Agro Pvt. Ltd. is the largest Indian beverage company with a
brand turnover of almost Rs. 7000 Cr. As a driving force of the Indian beverage market, it offers
consumers a variety of products including Fruit Juice based still and sparkling drinks, Packaged Drinking
Water and Dairy based beverages serving a variety of consumer needs. With 84 manufacturing facilities
across India and international locations, Parle Agro caters to over 1.9 million outlets in India driven
through more than 6000 channels partners. Along with its brands Frooti, Appy, Appy Fizz, B-Fizz,
SMOODH, Bailley, Bailley Soda Frio, Dhishoom and Bombay 99, the organization has a continued belief
in the power of innovation that drives strategy, product development and business practices. This belief
has translated into Parle Agro establishing trends that have changed industry and consumer outlook and
approach.
