Fropper to woo users with multimedia campaign

Fropper to woo users with multimedia campaign

Author | Jagadeesh Krishnamurthy | Tuesday, Mar 13,2007 9:54 AM

Fropper to woo users with multimedia campaign, the social networking site from the People Group, has come out with their new advertising campaigns with a view to spread the message of creating more friends. Orchard, the creative agency behind the campaigns, has created two TVCs and two radio spots for the website. Mediacom is the media agency for the social networking site.

While ‘Fisherman’ and ‘Parachute’ are the titles for the TVCs, the radio spots are called – ‘Airport’ and ‘BPO’. Along with these spots, Orchard has also helped in revamping the site.

Commenting on the need for undertaking a multimedia campaign for the website, Navin Mittal, Business Head, said, “The inventory available on the internet is limited for this TG. Undertaking mass media initiatives will help expose the product to a larger audience and thereby build brand awareness.”

Orchard’s Creative Directors Hemant Kumar and Dinakar Rambhatla have created the spots. Drawing the thought process behind the campaign, Kumar said, “We wanted to show that as the world is such a huge place, it would be wonderful to know more people. As Fropper helps people find friends, we wanted to illustrate that using these spots.”

“As the majority of our TG is between 18 to 25 years and Fropper is a cool and fun hangout place, our creative agency (Orchard) recommended the campaign to be humorous,” added Mittal.

The TV spots are currently on-air on most of the English genre channels, as the company believes that their TG is largely on this platform. Speaking about the non-usage of print medium, Mittal observed, “We have tried to use it in the past, but it’s expensive compared to others. Moreover, the youth are more on internet, TV and radio as compared to print.”

Fropper’s initiatives are yet another example of online players using other mediums actively to promote their offering.

Tags: e4m

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