Posterscope India brings 'the Frooti life' to billboards

The agency did a splash for the beverage brand across 160 cities, including top eight metros, tier one and two cities

BestMediaInfo Bureau | Mumbai | October 24, 2016

Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. Frooti, the flagship product from the Parle Agro India stable, introduced in 1985, is the oldest and largest-selling mango-flavoured drink in India.

The objective of the campaign was to create a high visibility and impact for Frooti in the OOH space. Targeted at audience aged between 15-35 years, the campaign is centred on a deep understanding of the consumers, derived from primary research (OCS), patented analytical tools (PRISM) and accumulated knowledge. Posterscope zeroed in on strategic locations to reach the core TG and create maximum impact.

Building on the brief, Posterscope India crafted a campaign that resulted in a media mix, delivering both impact and reach. The media formats used for impact were billboards, bus shelters, mall media, gantries, unipoles, bus wraps, utilities, pillars, mobile vans and so on. In an attempt to create impact, multiple creatives are being used across cities. Every creative invariably has been highlighting the 'live the Frooti life' concept. The campaign has been executed in 160 plus cities that include the top eight metros, tier one and two cities.

Nadia Chauhan

Nadia Chauhan, JMD and CMO, Parle Agro, said, “OOH has played an important role in delivering the communication objectives of the Live #TheFrootiLife campaign. The medium enabled us to leverage the strongest part of our creative assets; the brand's visual identity. Posterscope has aligned with our brand strategy ensuring our campaigns achieve maximum impact.”

Haresh Nayak

Haresh Nayak, Regional Director, Posterscope, APAC, said, “The Frooti story is built on an enormous legacy. And therefore, the crafting of any campaign for this product has to match up to that legacy that Frooti brings along. We have been servicing this client since 2013 and every campaign that we have built for them has led us to rethink each and every tested strategy and create something novel, new and authentic. Frooti challenges us at every step and the struggle that we go through to live up to that challenge only helps us create a better version of Posterscope through every new campaign.”

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