The festival season saw many FMCG (Fast Moving Consumer Goods) brands heavily advertise on outdoor. Parle Agro’s Frooti was one such brand that extensively used OOH to convey the season’s greetings.
Frooti undertook a 21-day campaign to create a top-of-the-mind recall. The initiative was spread across 20 cities and used almost 205 traditional media surfaces.
Billboards, bus shelters, Delhi metro pillars and flag signs on the road were the formats used. It was launched in Mumbai, Delhi, Chennai, Bangalore, Ahmedabad, Hyderabad, Pune, Nagpur, Gurgaon, Noida, Mysore, Vijayawada, Surat, Indore, Bhopal, Goa, Cochin, Lucknow, Jaipur and Patna.
Adzedge executed the campaign in all the 20 cities. The agency did extensive research in terms of consumer profiling to identify the target areas.
Anirban Ghosh, Senior Vice President, Adzedge said ,“Our strategic approach towards this campaign, right from the brief given to us, was absolutely specific to the objective and using proper planning technique, made all the difference. Our obvious choice was to map the TG areas and then select the best possible media options in that location.”
In additional to the regular creatives, mango cut-outs were used on the billboards to attract attention.