Creativeland Asia has come up with a new campaign for Frooti, which continues the brand’s positioning of ‘Why Grow up?’
The new campaign has been conceptualized as a game show, where the object that the participant must wrestle with, is a large toy mango on every occasion.
Watch the spots below:
Mango Rodeo
Pluck A Mango
Talking about the brief, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia says, “The brief was simple - Help Frooti retain ownership of mangoes while staying true to Frooti’s ‘Why Grow Up’ philosophy. The campaign for this year had to dramatise mangoes in the most entertaining way possible.”
He further adds, “Thus, we created ‘Mango Slam Bam Bam Bam’ – a mango-themed gameshow with contestants being put through various fun, mango tasks in a real gameshow setting with life-sized props and massive rigs. With eight cameras set up, the unsuspecting gameshow contestants participated in the games whole-heartedly while being themselves. The branding came in the form of Frooti which was given to the contestants to refresh them as soon as they were done with the game.”
Kurup says the new campaign has evolved from being a TVC to a form of branded content.
He adds, “The most entertaining moments from the Mango theme-based gameshow - Mango Slam Bam Bam Bam are being showcased as Crazy Mango Fun across Media as this year’s Frooti campaign. From branded content on TV channels where Frooti is tying up with a youth channel, to running the content as a branded game show, to viral content on their own microsite, where games are being developed to allow Frooti’s fans to superimpose their faces into the ads, send it across to all their friends and have some Crazy Mango Fun of their own.” The campaign and the website (www.crazymangofun.com) go live from tomorrow.
Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro said,“The reality game show approach is path breaking and will make consumers feel the amazingness of mangoes while subtly bringing in the brand association with Frooti.”
The Mango Slam Bam Bam game-show is orchestrated by Director Ram Madhvani from Equinox Films.
Multiple 30 second TVCs across channels are a part of the integrated campaign. Kurup says an extensive social media campaign is also being planned across various vehicles. The campaign will continue to be driven through direct marketing and promotional activity, like on-ground activation – replicating the games at malls and other strategic locations, sampling and radio.
Said Madhvani on the campaign, “Frooti was Crazy Mango Fun. My task was to capture the contestants’ inner craziness in a real game-show way. The first time that Raj and the team from Creativeland Asia spoke to me I was hooked by the reality game theme of the idea. It is great to have trust and faith from Nadia and her team too.”
