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AdzEdge provides the 'Frooti' taste in south markets

Unveils four-city outdoor campaign through billboards, bus shelters, wall branding and railway stations

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BestMediaInfo Bureau
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AdzEdge provides the 'Frooti' taste in south markets

Unveils four-city outdoor campaign through billboards, bus shelters, wall branding and railway stations

BestMediaInfo Bureau | Delhi | May 16, 2012

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Summer is the time for cooling down with chilled fruit juices and what better way to do so than with the evergreen favourite 'Frooti'. To bring this delicious drink closer to the audience, AdzEdge has set in motion the outdoor media campaign for Frooti, the strongest brand from the stable of Parle Agro.

The campaign has been rolled out in Chennai, Hyderabad, Vizag and Vijayawada from the start of this month and will be on for 21 days. The strategy of the Frooti campaign was to have a wide choice of outdoor media across all four cities and AdzEdge identified relevant locations across the southern cities that met the brand's objectives and executed it accordingly.

The campaign required extensive research on the penetration level to identify the target areas to reach out for a maximum spread. As the AdzEdge team had a wide choice of outdoor media to choose from, the team planned the perfect media mix for the campaign which included prominent billboards across major locations, bus shelters, wall brandings and railway station branding to create several effective touch points to attain maximum reach, top of mind recall and strengthen the brand image.

With the cola and juice wars heating up, it was a big challenge for the team to establish the brand in this very competitive drink market and also position the product as amongst the best. The campaign and its execution received a very positive response from the target audience and accolades from the brand team.

Anirban Ghosh, Senior VP, AdzEdge, said, “It is a very proud moment for AdzEdge (West) team as it rolls out the outdoor campaign for one of the most well-known household brands in the country that is also a pioneer in the mango drink category. Our strategic approach was to reach out to the maximum target audience. Using proper planning techniques and seamless implementation made all the difference and hence gained the confidence of the client. The repeat success with excellent TAT has added to the team confidence and we will endeavour to deliver such excellent results in future projects as well.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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