Beverage company Parle Agro has strengthened its positioning in the sparkling fruit drink category, with a colossal multi-media campaign for its Fizz portfolio.
The fruit plus fizz portfolio of Parle Agro consisting of Appy Fizz and B-Fizz, both revolutionary brands in the sparkling fruit drink category, are all set to go big with a TVC rolled out for the very first time by Parle Agro.
This film being aired nationally featuring Priyanka Chopra, the national brand ambassador, will be leveraged in the south with superstar Jr. NTR the brand ambassador for Southern India.
Parle Agro’s summer campaign for 2021 is set to build the Fizz portfolio further and position it as the next big super duo brand in the beverage industry. Parle Agro plans on generating tremendous buzz with an aggressive multimedia campaign, including TV, OOH and digital. The TVC will be aired across national and regional channels.
“Year-on-year we continue to grow Parle Agro at a phenomenal pace. And with larger and more aggressive plans for our Fizz portfolio this year, we are looking to gain substantial market share and drive significant growth for Parle Agro in the beverage industry. Additionally, our brand ambassadors are not only the biggest and most celebrated icons in their fields, they also complement the leadership position of Parle Agro’s fizz brands as well. With the collective effort of this massive launch for our Fizz portfolio, we aim to double our market share in the sparkling fruit drink category in the coming year,” said Nadia Chauhan, Joint Managing Director and CMO, Parle Agro.
The TVC this year will also have a strong focus on digital strategy and engagement as Parle Agro invests in IPL to a large degree. With B-Fizz being a youth-centric brand, and IPL being a cricket format favoured by the youth, Parle Agro believes this digital partnership with IPL on Hotstar will generate the right reach.
Speaking more on the Fizz portfolio, Nadia Chauhan said, “B-Fizz is our most recent launch introduced in the midst of the pandemic. Despite the numerous lockdown-led challenges, the product with its unique taste combined with our marketing efforts hit the right spot with the consumers generating much business. Parle Agro already dominates the sparkling fruit drink category with Appy Fizz with an over 90% market share. With our marketing plans for this season, we aim to boost the Fizz portfolio further to drive growth and expansion for Parle Agro and take us towards our goal of achieving Rs 10,000-crore turnover by 2022.”
Plans are underway to expand B-Fizz’s SKU to reach new audiences and to expand the brand’s footprint. This will help Parle Agro build new opportunities that will further bolster the positioning of B-Fizz.
Appy Fizz and B-Fizz are also healthier alternatives to synthetic fizzy drinks. Another factor pushing the success and growth rate of the brands is their 160 ml SKU priced at Rs 10; an offering that empowered Parle Agro’s distribution capabilities and reach.
&Walsh, the creative agency for Parle Agro, has led the campaign narrative for the television commercials, print and digital. The films have been produced by Superlounge, LLC, New York, USA along with Scissor Films and directed by John Poliquin.
Priyanka Chopra Jonas:
Concept & Direction: John Poliquin
Production Co: Superlounge, LLC
Post Production Co: Scissor Films
Creative Agency: &Walsh
Creative Director: Jessica Walsh