Creativeland Asia Re-creates Reality TVC For Frooti
Conceptualizes Mango-themed outdoor game show to take India's first reality TVC to a more engaging level.
Neha S | Delhi | March 16, 2011
Creativeland Asia unleashes 'Crazy Mango Fun', Frooti's latest campaign to refresh viewers this summer season with yet another invigorating reality TVC.
Pushing its very own 'Juicy Mango surprise', India's first reality TVC to a more engaging level, Creativeland together with the team at Parle Agro has conceptualized branded entertainment for viewers in the form of a Mango-themed outdoor game show for the young and the young-at-heart.
This year, in its continuous quest to retain ownership on Mango, Frooti went about its theme campaign in another clutter breaking way – A Mango theme-based game-show called Mango Slam Bam Bam Bam. A complete game-show set with giant mangoes was created by Frooti with three Mango-based games, Hosts and Hostesses were also appointed. Eight cameras were rigged to capture the fun on sets. 150 contestants, between the age of 15 and 60 years, were shortlisted from over hundreds of applicants and were let loose in the game show. Played over a period of three days, these exciting games offered a larger than life feel to Mangoes and made interacting with mangoes more fun. The winner, at the end of each day, was crowned the Mango King/Queen and was awarded a grand prize along with Frooti hamper, while the remaining participants took their juicy revenge by using Frooti-hoses to splash winners. True to the brand philosophy - 'Why Grow Up.', the game show found contestants shedding their inhibitions and participating in the games whole-heartedly. The wild and hilarious content from this format is being showcased across Media as this year's Frooti campaign.
From branded content on TV channels where Frooti is tying up with a youth channel, to running the content as a branded game show, to viral content on their own microsite www.crazymangofun.com, where games are being developed so one can superimpose their face on the face of the contestants in the ad and forward it to friends, and of course multiple 30 second TVCs across channels, are all a part of the integrated campaign. The website www.crazymangofun.com is live from today onwards. An extensive social media campaign is also being planned across various vehicles. The campaign will continue to be driven through direct marketing and promotional activity, like on-ground activation– replicating the games at malls and other strategic locations, sampling and radio.
Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia commented, “With Frooti, the madness only goes one step further this year. This year we have taken game-shows as a popular format to reinterpret Frooti communication and reinforce our ownership on mango as a category. Doing a conventional TVC is always an option but it is a great high to innovate and push communication on a mass brand like Frooti to another level with such an integrated campaign that straddles across media creatively.”
Giving a new meaning to the term 'fun', Parle Agro, the company known for its innovations, reinforces the message that Frooti is meant for the young and the young-at-heart. The new Frooti TVC carries forward the 'Why Grow Up.' attitude in a wackier manner featuring real people, real action and real fun, once again this time.
Speaking on the new ad campaign, Nadia Chauhan, Jt. Managing Director & Chief Marketing Officer, Parle Agro said, “With Frooti being the leader in the mango drink category, we have the advantage of using innovation in our communications. The new TVC for Frooti is radical in its approach taking this innovative reality TVC format to a whole new level that will help us truly communicate the brand philosophy of Why grow up and connect with consumers across age groups. The reality game show approach is path breaking and will make consumers feel the amazingness of Mangoes while subtly bringing in the brand association with Frooti. I am sure that Frooti lovers will enjoy watching the ad as much as they enjoy drinking Frooti.”
“It is a great feeling when the work we create is loved by the masses and the juries at award shows including Cannes alike. Mango Frooti has consistently been a great example of such a piece of work”, added Raj.
The Mango Slam Bam Bam game-show is orchestrated by Director Ram Madhvani from Equinox Films. Commenting on this experience Ram said, “Frooti was Crazy Mango Fun. My task was to capture the contestants' inner crazyness in a real game-show way. The first time that Raj and the team from Creativeland Asia spoke to me I was hooked by the reality game showness of the idea. It is great to have trust and faith from Nadia and her team too.”
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