IPL Ad Series- Part VII: Frooti's surreal offering - delicious or not?

A review of Frooti’s new #TheFrootiLife campaign portrays the fun image of the brand

e4m by Misbaah Mansuri
Updated: Apr 24, 2018 8:57 AM

As much as IPL is huge for sports supporters, it is also massive for advertisers and sponsors alike. To acknowledge some of the most interesting ad creatives rolled out for IPL, the following is the final part of a five-day IPL ad series in which we take a look at an impactful ad campaign and why we are ‘clean-bowled’ by it. Today, we take a look at Frooti’s new #TheFrootiLife campaign. With spends of about Rs 100 crore, this one is visible across multiple media channels and also has significant presence in IPL and region-specific media activations.

The creative

Starring Bollywood actress, Alia Bhatt, the ad opens with an animated character who wants to win Bhatt’s heart. He fails to win her over with either money or diamond and even a cat. The Frooti does the trick and she is finally wooed by him.

Our take

Bhatt’s charisma shines throughout the spot which is surreal but lovely to watch. The brand has strived to remain inventive and creative throughout with a strategy that borders on the unconventional, which has worked in its favour. The way the mango is seen transforming into Frooti exudes the creative value.
The campaign is in line with the past campaign’s narrative that featured Bhatt and beautifully captures the joys of relishing a Frooti. Here, they have leveraged celebrity power without the brand getting ambushed which again is a win-win. The background score of the film adds to the appeal. And with sweltering summers coupled with the IPL season, the timing to roll out this ad couldn’t have been better aligned.

Hits and misses?

This ad scores because it keeps the fun imagery of the brand intact. The surreal world depicted by the brand brings out the best of the brand aura playfully and is likely to fetch them top of the mind recall. Bhatt, their bubbly brand ambassador, not only shines through this but also takes brand Frooti to a space that is comfortable with brand Alia Bhatt. The spot lifts the humble Frooti from kiddie realm and seems like it will do good for the much-loved brand to help it establish its equity further among a much larger consumer base.

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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