Jumpin, the fruit juice brand from Godrej Beverages & Foods (GBFL), is revitalising its brand profile with an innovative and fresh integrated marketing communication plan to tap the rapidly growing juice market in India. It has launched a new campaign that revolves around the Jumpin brand and emphasises a strong association with the fun element of life. ‘Jumpin. Sip Sip mein boing’, is the tag line for the campaign based on a specially conceptualised sound property called 'Boing'.
Talking about the marketing initiative, A Mahendran, Executive Director, GBFL, said, “The fruit drink market in the country has been growing at approximately 30 per cent per annum for the last two years. We plan to capture 10 per cent of the market in the first year, by going all out with our IMC plan, which includes the new ad campaign, sampling, ground promotions and tie-ups. GBFL is aggressively investing to promote the brand among its target audience.”
The TVC, conceptualised by Madison Creative, shows a ‘Jumpin’ kid chasing a kangaroo that runs away with his father’s sunglasses. The kid manages to beat the kangaroo and get the sunglasses back, which highlight the brand’s positioning that Jumpin drinkers are winners. The tagline, ‘Jumpin. Sip Sip mein boing’ aims to bring out the consumer benefit – have fun and be admired by others.
Mahendran added, “Jumpin has plans to air the TVC aggressively in all the kids channels and has also tied up with Hungama TV's ‘John aur Kaun’ a talent hunt show for kids to get the brand associated with the younger generation. The company is also in the process of bringing the Jumpin experience to children by creating a Jumpin Measure ‘Your boing’ contest in all the leading malls in the country as part of the ground promotion strategy. Sampling and distribution is another approach planned for visibility and branding among the target audience.