Parle Agro’s sparkling apple drink brand Appy Fizz gets some star power for the first time in the form of Saif Ali Khan. The campaign has been created by Creativeland Asia and directed by Sajan Raj Kurup, founder and creative chairman.
The first TVC, which is currently on air, is set in Khan’s personal pad, where his friends are lounging. The actor enters the room and opens the fridge, and is startled by an enthusiastic Appy Fizz (in the now familiar animation of the bottle) who jumps out. Some friendly banter ensues between the two, as Appy Fizz tells the friends that he and Khan have done many films together. When a puzzled Khan asks him when that happened, Appy Fizz jokingly reminds him he was always present in the intervals at the popcorn and drinks counter. The tagline stays: “A cool drink to hang out with”.
Asked about why the brand needed a celebrity in the new campaign, Nadia Chauhan Kurup, joint managing director and chief marketing officer, Parle Agro, said, “We have recently invested in a large expansion of our infrastructure across the country. Be it in terms of sales and distribution infrastructure or even factory infrastructure. Secondly the extremely encouraging stable growth of the brand has led us to give it a big boost this year by bringing on Saif as one of Appy Fizz’s friends. Making the brand even more aspirational and bringing a greater sense of relatability through a well-known star.”
She added, “We are looking at huge penetration with the brand this year across the country and hence we have also brought down the MRP of our 300ml pack from Rs 18 to Rs 15. This too was done to expand our brand’s consumer base. We are expecting to grow the brand’s distribution by 40% this year.”
On a question about whether the association with Khan is just for this campaign or for longer, she said, “Well, so far the response is great. And we hope to achieve the results we expect from the campaign. Assuming we do, there will be no reason for us to look at this as short term. We would definitely hope for a long term association.”
Commenting on the campaign, Creativeland Asia’s Kurup said, “I’m glad we have been able to design a campaign that preserves the sanctity of Appy Fizz communication over the years and yet build in a popularity factor through Saif Ali Khan as a celebrity cast. What makes it even cooler is the fact that it has been able to depict Saif Ali Khan as a hangout buddy and not necessarily a celebrity endorser in the campaign.”
On his choosing to direct the films, Kurup said, “I didn't have the luxury to decide. Everyone around me decided I'd be best suited to do it. The final push came from Ram Madhwani and Manoj Shroff (Equinox) who offered to take the risk and produce it. I love this brand. Appy Fizz in fact was the first brand that walked into Creativeland when we started. So, I just had to find time.”
Kurup, who has directed TVCs before, said of the experience, “Films are a passion. Also, any film-maker who has worked with me would tell you I am a closet director. Fizz films are quite technical to shoot since they involve live action and animation. Since I had just one day to shoot all three films, planning the shoot was most important. Saif is a seasoned actor to direct. He gave me sufficient time before the shoot to rehearse with him and I had a good team supporting me on the floor.”
In addition to the TV campaign, Creativeland Asia has also designed a microsite www.appyfizz.com, which offers visitors help with planning parties, whether outside or at home.
Client: Parle Agro
Agency: Creativeland Asia
Director: Sajan Raj Kurup
Production houses: Equinox and Crocodile Films
VFX and animation: Mfx, Kuala Lumpur