Parle Agro has rolled out its summer campaign featuring latest brand ambassador Salman Khan.
Conceptualised by Sagmeister & Walsh the campaign consists of a film that breaks tomorrow (10 May).
Explaining the campaign, Nadia Chauhan, joint MD and CMO, Parle Agro, said, "More than ten years ago we created this category and had launched Appy Fizz as a niche product. Over the years, it has become mainstream for us. By 2020 we expect it to be over Rs 1,000 crores. We have a very aggressive vision for the brand and have recently also introduced it at a power price point of Rs. 10 in select markets, while we prepare and scale up for rest of India. Keeping this in mind, it was really time for us to make Appy Fizz as mainstream as it gets and hence the decision to bring on board the country’s most most most loved Bollywood star Salman Khan."
She added, "The brief to the agency continued to be simple - we needed a campaign that would scale the brand to a height like never before - one that would continue the Appy Fizz visual language but create a greater connect and take on a bolder stance. Appy Fizz and Salman Khan have come together seamlessly on owning certain key values most of all both these two brands know how to own their fizz."
Jessica Walsh, partner, Sagmeister & Walsh, said, "This year, we looked to undertake the unique objective of ensuring we preserve the almost premium aura of the brand while still ensuring it delivered to appeal across multiple audiences, ranging from the niche to the masses. We continued to build on the #FeelTheFizz story line while pushing the boundaries of being bold, edgy and confident, core attributes of Appy Fizz as well as its consumers.”
Appy Fizz had previously associated with Khan during Bigg Boss. As title sponsors, the brand had a special Bigg Boss edition of Appy Fizz PET bottles.
The campaign also consists of digital, outdoor and print.
Client: Parle Agro (Appy Fizz)
Creative agency: Sagmeister & Walsh
Creative director: Jessica Walsh
Concept and direction: Morgan Harary
Production: 1st Ave. Machine
Line production: Ransom Films
Music: Amit Trivedi