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Amrutanjan’s Fruitnik brand takes on a youthful image

Conceptualised by RK Swamy BBDO, Chennai, the repositioning campaign uses a mnemonic to deliver the message

Shachi Tapiawala | Mumbai | January 23, 2013

Fruitnik, a brand from Amrutanjan Health Care, has made an attempt to add zing by repositioning itself as a ‘youthful’ brand. RK Swamy BBDO, Chennai conceptualised and executed the campaign with the TVC ‘Power of Fruit’ going on-air at the end of December 2012.

The film begins with the transformation of the old Fruitnik bottle into a new one. A young man grabs a bottle of the drink and as he starts gulping the drink, we see him standing on a bed of fruits. The fruits start to move around his body and soon, he is transformed completely into a ‘Fruit Person’. In this refreshed state, he starts dancing, to show the zest and zing that he has now got from the power of fruit. The fruit person is a brand mnemonic and brings alive the ‘power of fruit’ which comes from Fruitnik.

Speaking about the campaign, Navneet Virk, Executive Creative Director, RK Swamy BBDO, said, “The essence of the brand is to tell the target audience about the power of fruit, that is, when the drink is consumed, it refreshes and energises the person. This is a mass brand but we aim to target the young urban and suburban youth through this TVC. Every brand in this category aims to communicate a similar message but it is all about the way in which you communicate it. With this TVC we are communicating the message that when you fill yourself with fruits by consuming this drink, you become a fruit person, thereby feeling charged and enthusiastic. This aspect has not been communicated by similar brands in this category.”

The campaign is being promoted through print, outdoor and online media with a key focus on television. The brand, in its later stage, plans to have more communication messages highlighting what else a fruit person does. The TVC is currently on-air in the South.

The TVC:

[youtube]http://www.youtube.com/watch?v=6cuS4TIdrV0[/youtube]

Credits:

Client: Amrutanjan Healthcare Group

Campaign Title: Power of Fruit

Brand: Fruitnik

Agency: RK Swamy BBDO, Chennai

Agency Head: VV Vijay Gopal

Creative: Navneet Virk, Prem K Viswanath, PK Prasad, Puja S

Client Servicing: Vijay Xavier, Sivapriya Krishnan, Vedha Narayanasamy

Director: Manav Menon

Production House: Radical Infinity

Post-production: Frameworks Singapore

Shachi@BestMediaInfo.com

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