Frooti, the mango drink from Parle Agro, is in for a refreshing change. Extending the mood captured in the new corporate tag line 'Refreshing India' to Frooti's packaging and branding experience, the company is trying to revive the spur and excitement that was once created around the product with the Digen Verma campaign.
The new cool orange tetrapak packages will be visible in the shelves of Mumbai, Bhopal and Hyderabad. There will be a phased launch across other cities too. Asked on the reason for having a phased launch, Nadia Chauhan, Head, Innovative Marketing, Parle Agro, said, "The launch has happened everywhere. The reason for phase was nothing but exhausting the previous stock (old design)."
The brand building exercise will be further strengthened by an elaborate media campaign. Chauhan said, "The new media campaign will be on air around March 6. This will be a six-week campaign. Grey Worldwide, the agency which has been working with us since December, is making the campaign." Nikhil Advani has produced the film and Sonu Nigam has done the jingle.
Chauhan said, "Grey has done a fantastic job and it's probably going to be the best advertisement we have made in a long time." The mood in the corporate tagline is also being incorporated in visiting cards, letterheads etc. Also there will be a seal on all the packs stating Parle Agro 'Refreshing India.'
On whether the innovations are being incorporated on the product side too, Chauhan said, "Yes we will be introducing new flavours for Frooti and it is expected to roll out this season."
Recently, the company had changed the packaging of Appy and the company claims that the move generated huge sales. With Frooti, the expectations seem to be similar. Currently, Frooti holds a market share of 85 per cent.
Does this mean that the company is going to discontinue with the pet-bottles? On this Chauhan said, "We certainly do not have any plan to discontinue with the pet bottles as they have helped us in the growth tremendously."