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Parle Agro incurs Rs 15 cr on Frooti’s ‘fresh and juicy’ avatar

17-March-2009
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Parle Agro incurs Rs 15 cr on Frooti’s ‘fresh and juicy’ avatar

Parle Agro’s mango drink Frooti has completed a nine-month revamp exercise and is now ready with a new look and campaign that asks ‘Why grow up’. This season, Parle Agro will spend approximately Rs 15 crore on the campaign, starting with a TVC, which has been conceived by team Creativeland Asia and directed by Prakash Varma of Nirvana films. The campaign broke on March 13, 2009.

Frooti’s brand story began with the catchy ‘Mango Frooti, Fresh and Juicy’. The brand has been quite forthright in trying to get a stronghold in the youth segment. In the past, Parle Agro had created some interesting campaigns like Digen Varma and Bindass campaign. However, last year, Parle Agro with its creative partner started cracking on the new revamp plan that involved a new look, feel, tone, packaging, values, and communication.

Elaborating on the marketing and branding strategy, Nadia Chauhan, Director, Parle Agro, said, “The objective of the new campaign is to contemporise brand Frooti and lay the foundation for a long-term strategy, while being true to its core mango values. This season, we will spend approximately Rs 15 crore, including on ATL and BTL activities, for the brand.”

Chauhan informed that the campaign would be on air till May-end.

Speaking on the revamp plan, Raj Kurup, Chairman and Chief Creative Officer, Creativeland Asia, explained, “Revamp for a legendary brand and a market leader cannot happen overnight. So, Creativeland Asia and Frooti began its long journey last year to make the brand a more youthful, contemporary mango drink. As part of the strategy, to reinforce that Frooti is the original mango drink and as a tactical move, the ‘Mango ka ek hi naam’ campaign was created. While we were talking to the media then, we had mentioned that this is just a stop-gap and that we would be back with a more contemporary Frooti next year.”

The Frooti revamp exercise started with an extensive look at the market, the target consumer and their new values. Kurup informed that the process included studying the brand, its history and its strengths. “Cool comes from being unabashed about what you are and not by aping or trying to be someone else. A mango cannot be a grown up, serious fruit. You can’t eat a mango with a fork and a knife. Mango is a quaint fruit, it looks funny, is asymmetrical, people go nuts having a mango. People get lost having a mango. It is a childlike fruit. Frooti embodies the spirit of mango. Hence, we couldn’t try and behave like a gaming brand or a jeans brand. We had to find a voice for Frooti that was well within its values and yet so cool and contemporary that people in their head said, ‘wow I didn’t look at Frooti like that’ and not ‘that isn’t Frooti’,” he further explained.

Hence, the idea arrived as was ‘Why grow up’. According to Kurup, “The ‘Why grow up’ campaign just sets the stage for a 10-year strategy. It is sharp and is in keeping with the contemporary values of what a mango drink can embody. It is extremely youthful.”

The new revamped look of Frooti includes new identity and new packaging. From the new identity, the logo has been carefully tweaked to look a little more contemporary. The packaging is brighter, cleaner and has a new visual identity. The agency has created new Mango Emoticons, fondly known as Mangoticons. The new Frooti has been launched with three new pack designs with three new Mangoticons. By the next season, Parle Agro will launch 25 Manogticons in the market.

The first piece of communication with the ‘Why grow up’ theme is a TV commercial, which portrays mango drink lovers across age groups enjoying the drink the way it is truly enjoyed, without inhibitions and with contentious slurps. The slurping sounds progress into a rhythm. The film is then signed off with the ‘Why grow up’ tagline.

The campaign will be a culmination of various media – conventional and alternate – that includes the Internet, social media, ambient installations, in premise stunts and spectaculars with a huge thrust on user generated content.

Kurup signed off by saying, “The ‘Why grow up’ strategy will constantly reinvent itself over the years and promises to bring in cutting edge communication year after year on the brand. However, apart from the youth and external market, Creativeland is also creating internal communication in the form of workshops to brand partners, media agency, sales, etc., as this is a completely new way of thinking on Frooti for years to come.”

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