In a campaign, conceptualized by Sagmeister & Walsh, a drink from a ‘Frooti Life’ vial transports actor Shah Rukh Khan to the magical land of mangoe maniacs
BestMediaInfo Bureau | Mumbai | March 31, 2016
As the mango season nears, beverage brands gear up their campaigns to promote their mango drinks. Parle Agro’s flagship brand, ‘Frooti’, reverts to the ‘Frooti Life’ theme of its 2015 campaign in a new commercial, featuring actor Shah Rukh Khan.
In the commercial, the Bollywood icon opens a door with ‘Life’ written on it. He sees a group of listless people, chanting, ‘Chase the mango, choos the mango.’ Khan shuts the door. He then encounters a giggling young monk with a vialin his hand, that reads, ‘The Frooti Life.’ The kid hands the bottle over to Khan and speeds away.
As Khan turns towards the door, it now reads, ‘The Frooti Life.’ He tries to open the door, but in vain. Exhausted, he takes a sip from the vial and gets transported to a magical land. He sees the little monk again, who leads him to a world decorated with giant yellow bottles of mango drink, mangoes piled on platters, huge paint brushes and dancers with giant mango slices dangling from their necks.
The monk offers him a bottle of Frooti from Mango land and Khan begins to enjoy the fruit-based drink like everyone else around him. When he drains the bottle, Khan finds himself transported back to the real world, where a camera crew and cast are waiting for a shoot. A voice in the backdrop says, ‘Chase the mango, choos the mango.’ An enlightened Khan then declares, ‘Live the Frooti Life.’
Commenting on the launch of the campaign, Nadia Chauhan, Joint Managing Director and Chief Marketing Officer, Parle Agro Pvt. Ltd., said, “At Parle Agro we have a long history in bringing forth unique offerings. With this campaign, we are motivating people to go further and to take action by choosing #TheFrootiLife. Shah Rukh Khan’s charm is endearing and fits in with the brand’s new ethos, which is bold and contemporary and yet, is innocently naughty and has a sense of familiarity. We aim to give the consumer a peep inside the Frooti life where anything and everything could happen.”
Sagmeister & Walsh, which was the agency that had relaunched Frooti last year, haveconceptualized and created the new campaign too. Speaking of the campaign, Jessica Walsh, Partner, Sagmeister& Walsh, said, “There are always two paths that we can take in life: the path where we listen to what other people tell us to do or who we should be, or the path where we figure out who we are and what we want from life and how we can live life on our own terms.”
“The Frooti Life is a celebration for those who choose their own path and live life on their own terms. It is a celebration of those who go after their dreams and are not scared to be themselves no matter what that means. In the film, inside the Frooti Life world, we represent this through acolourful cast and characters who are weird and silly and are just being themselves and not afraid to have fun and do the 'mango bango’ with smiles and confidence,” Walsh added.
The new creative is a fresh attempt by the brand to connect with consumers. Frooti, incidentally, is the oldest and possibly most popular mango beverage in India. Parle Agro intends to spend Rs 100 crore across a strategic media mix, focused primarily on television and aggressively on digital marketing. The campaign will also be supported extensively outdoors and on radio and cinema.
Frooti’s brand makeover began in 2015 and the brand continued to reinvent and innovate for its target consumer base this year too. The commercial has been directed by Karim Zariffa and produced jointly by 1st Ave Machine New York and Ransom Films India. Amit Trivedi, of Bollywood fame, developed the music.
Client: Parle Agro
Agency: Sagmeister& Walsh
Music Director: Amit Trivedi
Producer: 1st Ave Machine, New York and Ransom Films India
Director: Karim Zariffa