‘Building our brands through the power of design’: Nadia Chauhan
The CMO and JMD of Parle Agro discusses how the company is looking to design to achieve its target of being the number one mango drink in the country
Apr 24, 2019 08:26:00 AM | Video | Campaign India Team
Frooti has released the fifth and final film, part of a campaign that began on Holi this year. The films have featured Alia Bhatt and Varun Dhawan -- the latter was appointed as a brand ambassador this year.
The films have been conceptualised by Sagmeister & Walsh, the agency that has been working with Frooti and Appy Fizz since 2015. This year, Sagmeister & Walsh was also entrusted with the digital creative mandate for Appy Fizz and Frooti. Digitas continues to handle the back end for Parle Agro.
In a conversation with Campaign India, Nadia Chauhan, CMO and JMD, Parle Agro explained the campaign for the year. “We have had brand ambassadors since 2012 for Frooti. We started with Shah Rukh Khan. This year, we added Varun Dhawan. The main reason for this is that we wanted to widen our target audience. Both Varun and Alia are young and at the peak of what they're doing. They both have different target audiences. We used Alia and Varun’s playful rivalry and 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 talented Allu Arjun for part of South India,” says Chauhan.
The brand continues to hold the number two spot across India in the mango drink category, behind the Coca-Cola Company’s Maaza. The brand has a market share of 27 per cent nationally, and is number one in Delhi, UP, Haryana and Kerala. Chauhan claims that they are continuously striving to get to the number one spot.
Along with the campaign, Frooti is also the official beverage sponsors for Chennai Super Kings against this year.
Chauhan adds, "The company’s media spends during the year were at Rs 200 crore (for both Appy Fizz and Frooti) and digital spends grew 100 per cent. What's interesting is that while digital spends grew, the lead medium for the brand continues to be OOH as we look to build both Frooti and Appy through the power of design."