Frooti, Tropicana, Maaza and Paper Boat who wins the Mango wars

Like every year, the tussle between prominent mango drink brands is visible across marketing mediums with players launching new campaigns to target customers

e4m by Sarmistha Neogy
Published: May 19, 2016 8:49 AM  | 6 min read
Frooti, Tropicana, Maaza and Paper Boat who wins the Mango wars

The mango season is here and brands are all out with their marketing campaigns and strategies. Like every year, the tussle between prominent mango drink brands like Maaza, Frooti, Tropicana Slice and Paper Boat is visible across mediums.

While some have changed their packaging and presentation, the others have focussed on creative execution. Brand Maaza continues to use slapstick humour with Varun Dhawan, Tropicana Slice rides on Katrina’s sensuousness to promote their new packaging of the product and Shah Rukh Khan in a fun and quirky manner discovers the ‘Frooti Life’ in its  latest commercial. On the other hand, playing on the emotion of nostalgia and not using any celebrity, the comparatively new player in this category, Paper Boat has managed to capture audiences with its unique campaign.

Communication tonality:


After the success of the ‘Har Mausam Aam’ campaign, this year, Maaza- the brand from Coca Cola India, has released their new ad titled ‘Laalach for Aam? Maaza hai naam.’ Using the trade mark tonality of the brand-slapstick humour, the new ad shows Varun Dhawan in double-role. The ad conceptualised by Leo Burnett highlights the emotion of greed when it comes to having mangoes.


The new ad campaign for Frooti is an extension of the change in visual identity given to the brand last year with bold packaging, design and recipe. The new campaign ‘Frooti Life’ conceptualised by Sagmeister & Walsh, brings the concept of this surreal world directly to the consumers, elaborating on the difference between a normal life and The Frooti Life. The campaign takes a bold and a contemporary look, to urge the consumers to peep inside the Frooti Life, where anything is possible. In 2015, Parle Agro ended their alliance with Creativeland Asia after nine years.

Tropicana Slice:

Keeping the sensuous image of the brand alive with the help of their brand ambassador Katrina Kaif, the new campaign for Tropicana Slice titled ‘Har ghoont ras bhara aam’ celebrates the experience of tasting real mangoes. The creative even highlights the new design of the Slice bottle which comes with a diced neck.


Paper Boat talks about nostalgia and innocence in almost all their commercials and that makes them stand out from the rest of the players.  In these ads as well, it highlights innocence with the aim to bring alive the child in everyone using its two products- Aam Ras and Aam Panna.

Marketing strategy:

In order to boost on-the-go consumption for Maaza this year, the brand has introduced 125 ml tetra pack in Delhi, Kolkata and Uttar Pradesh priced at Rs 10. At the Make in India summit this year, Coca Cola shared the company’s plans to make Maaza, the world’s first billion-dollar drink brand coming out of India. To mark 40 years of the brand in India, the company will invest in enhancing brand love, launching new, affordable and value for money juice packs, expanding distribution and augmenting manufacturing capacity to double the sales of Maaza by 2023.

This year Frooti has allocated a marketing budget of Rs 100 crore and have invested across a strategic mix of media vehicles with television playing the lead medium for the campaign ‘Frooti Life’. The brand last year went for a new logo and pet bottle revamp, post which the company claims there has been spike in sales. Further, the brand wants to make sure that it is accepted across a much wider audience and is not limited to the perception of targeting only kids. In 1985, when the brand had launched Frooti, they also launched its tetra packs, at a time, when other beverage in the market was mostly available in glass bottles. Because of the tetra packaging, it became popular with kids.

This summer season, the Tropicana Slice will have a strong presence across digital, retail, radio, print and television. There has been a change in packaging of the bottle and it is highlighted in the creative, where Katrina Kaif bites into the diced neck of the bottle.

Priced at Rs 30, the magic of matching the taste of the Paper Boat products with the original Aam Ras or Aam Panna is what makes the brand stand out and is the reason for its success in such a short span of time. The perks of making it available for on-the-go consumption along with an attractive packaging, has made it popular with the youngsters of today.                                                                                                                         

Which campaign works?

We spoke to some advertising experts about their views on these campaigns. Commenting on this, KV Sridhar, Chief Creative Officer, SapientNitro said, “I am a mango loving person and I will be biased towards Maaza, which comes very close to the taste of real mangoes. Mostly, all their ads have tried to highlight this speciality. I love what Paper Boat is doing, their communication has a Godly innocence and it instantly connects with people across age groups. Their packaging and the product gives a very positive imagery. The new creative of Frooti falls flat and today it has missed an opportunity to innovate. It was one of the first ones to come up with tetra-packaging, but with players like Paper Boat coming in the market, Frooti has lost its charm.”

However, Prathap Suthan, Managing Partner & Chief Creative Officer, Bang In The Middle points out, “It is summer time and people are thirsty and they in general like to consume mango drinks. Advertising doesn’t work here; it is the season which works to push the sale of the products. Mango drinks as a category is very different, thirst drives the consumption and sale of the products. The work of the advertising is to remind the consumers, but it doesn’t drive preference. You don’t need a celebrity for it, a creative with an empty glass and mango drink being poured in it will even work.”

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