Parle Agro celebrates the Frooti life with new packaging, logo

Watch the film conceptualised by Sagmeister & Walsh here

Mar 31, 2015 09:14:00 AM | Video | Campaign India Team

Parle Agro has rolled out TVC for its product Frooti. The film showcases new identity and visual language for the product. Conceptualised by Sagmeister & Walsh, the film has been shot in stop motion animation and live action. The film also features Bollywood actor Shah Rukh Khan.

The film begins with a group of people standing in front of a giant mango, trying to move it. They use everything from a car to an elephant to using a rocket. Unfortunately, it’s all in vain. Frustrated, the group decides to give up. At this point, a man pops out from behind the mango and the tone of the film changes and the song changes from “move it move it” to “suck it-a, Lick it-a”.

As everyone begins to sing, we see the mango rise. This is followed by an empty bottle falling from the sky. As soon as the bottle lands on the ground, the mango gloriously explodes to become Mango Frooti. Everyone around begins to complete the packaging of the bottle. Once complete, Shah Rukh Khan picks up the bottle.

The film ends with him sipping the drink and then saying, “The Frooti Life.”

Nadia Chauhan, JMD and CMO, Parle Agro, said, “Since the brand has been an integral part of everyone's growing up years, it was important to shed the traditional Frooti image and give it a bold and contemporary look to make it relatable to the youth of today and tomorrow. It is really encouraging to see markets response to the brands new visual identity, as also evident from its positive sales impact. We are extremely confident of achieving our brand and business objectives through this strategic move.”

The campaign will be supported by digital brand building, print, outdoor and cinema ads. Additionally, spend will be dedicated to on-ground visibility through strategic in-shop branding, shop boards and other point-of-sale material.