Parle Agro has launched its #LiveTheFrootiLife summer campaign for 2021. This year, the film-campaign features two characters ‘Scientist’ and ‘Clumsy’ alongside Frooti brand ambassadors Alia Bhatt, Varun Dhawan and Tollywood star Allu Arjun.
The campaign aims to help accelerate and expand the brand’s growth post lockdown, create a stronger brand connect and capture a larger market share that will take Frooti to the dominant position in its category. The films take the audiences into a colourful and illusory world of #LiveTheFrootiLife. &Walsh has conceptualised the campaign.
Nadia Chauhan, joint managing director and CMO, Parle Agro, said, "This year’s summer campaign is an extension to the surreal world of miniatures interknitted intricately with our brand ambassadors – Alia Bhatt and Varun Dhawan for national markets, and Alia Bhatt and Allu Arjun for southern markets. The campaign aesthetically blends in new and quaint elements of the Frooti brand story. Through our campaign, we want Frooti fans to unleash their enthusiasm and #LiveTheFrootiLife. 2021 is going to be our biggest growth year as we move to connecting and engaging with our customers more aggressively. With our 160 ml PET for Frooti, we are certain it will act as our biggest distribution driver across markets and we will see a 20% plus overall growth in sales. With a clear focus on sales and distribution, digital amplification and the association with IPL, we are confident to see an increase in consumption patterns which will further augment our growth backed by our campaign reach."
The national campaign comprises TVCs featuring Varun Dhawan and Alia Bhatt, and has been recreated with Arjun along with Bhatt for the southern markets.
Concept and direction: Mateus de Paula Santos, Aron M. Aguiar