Parle Agro has released a summer campaign for its beverage brand Appy Fizz featuring brand ambassador Saif Ali Khan. The campaign created by Creativeland Asia went live on the digital platform (Twitter and Facebook) before airing on TV on 17 March.
The film features Khan in a dance sequence with a group of girls, moving to a popular Bollywood number ‘Main khiladi tu anari’ from a film he had acted in. Midway through the song, he realises that Appy Fizz (the animated bottle character) is dancing beside him. While Khan is miffed at Appy’s presence, the latter says he is just hanging out. It is then revealed that Khan is sleeping and this sequence is taking place in his dream. The duo begin to quarrel with Khan saying that it his dream and Appy saying that it is his ad. But they decide to make peace and keep dancing, realising that they’ve never had so many girls dancing with them. In the end Khan and Appy Fizz are shown sleeping on couches, and moving to the song in their dreams. A super invites people to ‘Hang Out with Fizz and Saif at appyfizz.com’. On the website is a ‘2013 Hangout Guide’, taking forward the proposition of Appy Fizz – ‘A cool drink to hang out with’.
On the campaign, Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro, said, “Our 2013 campaign is particularly very exciting because our own Appy Fizz does a Bollywood number. And this has already shown us huge results in creating scale and cut-through, making the brand larger than ever before.”
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, has also directed the ad film. He noted, “Appy Fizz films are always delightful to do. They are funny, crazy, and very Appy Fizz. I particularly enjoyed this one since this is the closest I have got to doing a Bollywood item number.”
Client: Parle Agro (Appy Fizz)
CMO and Joint MD: Nadia Chauhan
Creative agency: Creativeland Asia
Founder and creative chairman: Sajan Raj Kurup
Film director: Sajan Raj Kurup
Production House: ESTD (Easier Said Than Done) Films
VFX and Animation: MFX, Kuala Lumpur