After 30 years in the market, Frooti goes bold and contemporary

Parle Agro has earmarked spends of Rs 70 crore on a pan-India marketing drive to unveil Frooti's new logo, packaging design and a fresh summer campaign

BestMediaInfo Bureau | Mumbai | April 6, 2015

Click on the image to watch the TVC.

Frooti, the flagship brand of Parle Agro, has undergone a brand revamp and has launched a completely new identity and visual language. The rejuvenated visual identity, including logo design and packaging, aims to demonstrate Frooti as bold, fearless and iconic, along with establishing its equity amongst a much larger audience to help it acquire a wider consumer base.

This summer, Parle Agro is all set for a national launch of the new Frooti packaging designs, accompanied with a pan-India marketing campaign introducing 'The Frooti Life' to all its consumers.

Spends to the tune of Rs 70 crore have been invested across a strategic mix of media vehicles that appeal to teenagers and young adults. Television will play the role of the lead medium for the campaign, where a TVC featuring Shah Rukh Khan, shot in stop motion style animation, has been launched. The film, which delivers the message of 'The Frooti Life', depicts a miniature world where everything – from people to plants – is small in size. The only thing that is in real life scale is Frooti and the mango to position it as the crux of the campaign.

Nadia Chauhan

Speaking on Frooti's relaunch, Nadia Chauhan, JMD & 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 brand's 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 company claims that the new packaging design, which was rolled out in mid-January 2015 for select SKUs, has shown a growth of 60 per cent and seen a 80 per cent boost in visibility as of today.

The TV campaign will be followed by an aggressive focus on digital brand building, wherein the medium will be leveraged to maximise TVC views and lead visitors to Frooti's new microsite. The microsite will showcase recipes using Frooti, games and more. Frooti is also building its presence on Instagram and has launched its handle @TheFrootiLife.

Parle Agro collaborated with design and creative consultancies Pentagram for Frooti's packaging makeover and Sagmeister & Walsh for Frooti's summer campaign. A company statement issued stated that the decision to engage with international firms was strategically planned to ensure that the makeover was advanced with a fresh perspective. A new approach towards the brand was crucial to be able to break away from its traditional personality.

While Pentagram developed the new logotype, label design and PET bottles for Frooti, which is a fusion of modern functionality, mango and Indian culture, Sagmeister & Walsh conceptualised the brand's summer campaign to introduce the new Frooti packaging in a fresh, bold, and playful manner.

The campaign will also be supported by print, outdoor and cinema ads. Additionally, large spends will be dedicated to on-ground visibility through strategic in-shop branding, shop boards and other semi temporary point of sale material. Associations with events and prominent properties will also be an important facet in Frooti's brand building endeavours.

Parle Agro is optimistically working to build on a deeper and stronger emotional connect with the consumers with new Frooti and get a 50 per cent growth in sales, reinforcing its leadership position in the market.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Parle Agro

Brand: Frooti

Agency: Sagmeister & Walsh

Music: Amit Trivedi, Amitabh Bhattacharya

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