As the summers are here, the cold drink giants are all geared up to make their drink the public’s favorite. With nimbooz, slice and limca, Frooti has also come up with a fresh new look and strategy for its marketing this year. The new bottle packaging has retained the original brand color that we all fondly relate to since our childhood but has roped in new creative for its logo which is bold and more relatable to the present day youth. Nadia Chauhan, JMD and CMO, Parle Agro, said, “Since the brand has been an integral part of everyone’s growing up years, it was important to shed the traditional Frooti image and give it a bold and contemporary look to make it relatable to the youth of today and tomorrow. It is really encouraging to see markets response to the brands new visual identity, as also evident from its positive sales impact. We are extremely confident of achieving our brand and business objectives through this strategic move.”
Parle Agro in the new Frooti TVC showcases their new line of thought through an out of the box marcom strategy. The film is conceptualized by Sagmeister & Walsh and contains still animation and motion picture. Frooti has also retained theit brand ambassador SRK for this campaign.
The TVC starts with people standing around a giant mango and try to move it. They try everything from rockets to racing cars and even giant turtles. Finally when they all give up, another character emerges in the scene who looks like SRK and chants “aam suck ita lick ita”. They all join in and slowly the mango rises in the air. A bottle is parachuted from a plane above and as soon as it lands on the ground the giant mango magically turns into frooti mango. The tiny people complete the packaging and SRK lifts the bottle from a bag, takes a sip and says “Frooti life” in an ever so rejuvenating style.
The concept of the ad is fresh and the animation is new to Indian market. The creators have left the audience to freely imagine the story of the giant mango or the mini people in a bag for interpretation which makes it more interesting. Also in the TVC amongst the tiny people we see a robot who looks a lot like the robots we are used to seeing in the early 90’s sci-fi movies. I wish they picked up more such references for the older generations to relate to. Maybe a tiny shaktiman?
Overall, the ad holds a unique position in the drink war as others gamble with their product showtime and show the celebrities more. Also the strongest part of the TVC is the super catchy jingle “aam lick ita suck ita”. This always works best for brand recall.
adJunkee gives Frooti Life campaign a juicy 4 mangoes out of 5
adJunkee 