Appy Fizz will cross the Rs 1000 crore mark this year: Nadia Chauhan, Parle Agro
Chauhan, JMD & CMO, Parle Agro spoke about the new campaigns, their digital spends, and working with advertising agency Sagmeister & Walsh
Parle Agro’s Frooti has launched their summer campaign featuring actors Alia Bhat and Varun Dhawan; the campaign was conceptualised by advertising agency Sagmeister & Walsh. The company has launched a summer campaign for its fastest growing brand, Appy Fizz with actor Salman Khan as the brand ambassador and actor Jr NTR as the brand ambassador for southern markets. The new campaign urges consumers to #FeelTheFizz by rising up and following their passion. With marketing spends of Rs 75 crores, Parle Agro has adopted a hyper local marketing strategy with various initiatives to further connect with the consumers across India.
In conversation with exchange4media, Nadia Chauhan, Joint Managing Director and Chief Marketing Officer, Parle Agro spoke about the new campaigns and their digital spends.
On Frooti’s summer campaign
We have been working with Sagmeister & Walsh since 2015. It has been four amazing years of partnership, building our brands using the untapped potential and power of design whether in static or in motion. A discipline that is yet to have developed as much in India.
Since then to now Frooti has been leading the growth of the category year after year and gaining in rank across markets with significant market share gains. With the highest brand recall in a category that depends heavily on impulse purchase - we feel the pain of working with an agency out of a different continent, and an opposite time zone. It has totally been worth it. Our market share gain growth during 2015 to 2018 was 22 per cent and we are currently at 27 per cent. We are the top selling beverage brand in states like Delhi, UP, Haryana, Kerala.
Every year we look at taking it up a notch. This year Varun Dhawan joined our brand portfolio and we have been seeing the growing importance of creating a TVC that lends itself well across mediums, one that really creates high engagement. Frooti ran a series of 5 TVC’s this year. It started off with Holi. Using Alia and Varun’s playful rivalry, we extended that through the films - and continued to build on the innocently mischievous world of Frooti.
With our hyper local marketing strategies still in full force we continue to work with the South Star Allu Arjun for a part of South India.
We also are the official Beverage Sponsors for Chennai Super Kings and our digital activation around this association has met with great success.
In summary, our focus on innovative media associations, strategic digital activations, multimedia mainstream campaign roll outs have really worked towards the growth of Frooti, year on year.
Today we hold the number 2 spot nationally with a big margin and we are continuously striving to get to the number 1 spot. We have achieved number 1 spots in five markets already with aggressive strategies across our sales and distribution system, pricing and packaging also played a major role.
This year’s Frooti TVC was directed by a talented stop motions director from Hornet in NYC - Yves Geleyn. The digital films for CSK were produced in India by Digitas.
This year onwards our entire Digital Mandate too has been moved to Sagmeister & Walsh, from Digitas.
On Appy Fizz
Appy Fizz is the fastest growing beverage brand in India today. At over 60 per cent growth rate - Appy Fizz is by far one of our most dynamic brands in our portfolio and in the beverage industry in India. Having created the category almost a decade ago - Appy Fizz will cross the Rs 1000 crore mark this year.
We continue to have Salman Khan as our brand ambassador driving mass brand appeal. Jr NTR is our brand ambassador for a part of south India. Our total spends on media are about 200 crore this year across both brands, with a 100 per cent increase in digital spends.
OOH also continues to be a lead medium for us - keeping in mind this journey of building our brands through the power of design.
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