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South star Allu Arjun endorses Frooti in its first regional campaign for South India

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South star Allu Arjun endorses Frooti in its first regional campaign for South India

Parle Agro has launched of its first regional specific campaign for its flagship brand Frooti featuring Tollywood superstar Allu Arjun. This is part of the brand’s strategic push to build market leadership in South India. The new #TheFrootiLife campaign is being launched with a television commercial across the four Southern states in multiple languages.

The multi-media #TheFrootiLife campaign with Allu Arjun will be seen on television across 28 regional specific channels as well as digital, OOH, in-store and cinema. As part of the campaign, fans of the star will also be able to purchase limited edition Frooti packs featuring Allu Arjun across select cities in South India.

Commenting on his association with the brand, Allu Arjun stated, "Frooti was the first soft drink I ever had in my childhood and never did I imagine that one day I would be one of its ambassadors and also have my picture on its packaging. For me, this is one of my personal milestones. I am glad to associate with Frooti and be a part of its exciting journey.”

Speaking on the new campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, said, “This year's marketing strategy ensures higher focus on regional nuances to further build Frooti's equity and position in the country. With our national campaign with Alia and the southern campaign with Allu Arjun, both of which are simple yet inventive, we are looking forward to creating further impact in the category and growing our share. Over the last two years we have gained in market share by 8%, holding the number 2 position nationally at 29% market share in the mango drink category and the number 1 position in multiple states.”

TVC Credits:
Concept & Direction: Yves Geleyn
Production Co: Hornet Animations Inc.
Line Production: Ransom Films
Creative Agency: Sagmeister & Walsh
Creative Director: Jessica Walsh
Music: Amit Trivedi

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