Parle Agro embraces summer with OOH installations for Appy Fizz, Frooti and Smoodh

Delhi: Parle Agro has launched Out-of-Home (OOH) campaigns for its brands – Frooti, Appy Fizz and Smoodh. 

Each brand's campaign has its own theme, tailored to its target audience. The Frooti campaign, under the theme ‘Wow Frooti’, has been launched in 74 cities. Featuring brand ambassador Alia Bhatt, the campaign’s visuals aim to capture the fun and wow factor associated with every sip of the mango drink. 

The outdoor campaign for dairy brand Smoodh featuring ambassador Varun Dhawan, aims to reflect the brand’s smoothness with the 'Oh So Smoodh' themed campaign and has gone live across 90 towns. Appy Fizz’s ‘Get Fizz’ themed campaign aims to reflect its energy personified by brand ambassador Kriti Sanon. The visuals of Appy Fizz have been splashed across 94 towns in India.  

Each campaign has been launched with over 600 media assets. Parle Agro has adopted a micro-catchment targeted strategy, focusing on specific city pockets to ensure the campaigns receive maximum visibility and impact. The campaigns leverage digital-out-of-home (DOOH) creatives. Static and digital billboards have been positioned along major roads and intersections, targeting key routes. Additionally, smaller format media like Bus Queue Shelters (BQS) were placed along sub-arterial routes, covering market areas, commercial hubs, and spots like railway stations and bus depots. 

Speaking of the campaigns, Ankit Kapoor, Head of Marketing and International Business, Parle Agro, said, "For us, the summer season is about becoming the top  choice for consumers seeking delicious refreshment in the heat.  OOH is a critical medium for us in driving memorability and and reinforcing the distinctive worlds of our brands. By placing our media assets at strategic locations, we ensure our brands are not just seen but remembered. Moreover, our focus on dynamic content and celebrity endorsements adds an extra layer of engagement, enhancing the effectiveness of our campaigns. With these visually captivating campaigns, we aim to maximize brand visibility, impact and consideration across our top-performing markets nationwide.”

Speaking about the campaign, Dipankar Sanyal, CEO – Platinum and MRP, said,  “Parle Agro campaigns for Appy Fizz, Smoodh and Frooti brighten up the summer season. Their success is a result of the exceptional teamwork between Parle Agro and the Platinum team, leveraging every available data to maximise return on investment. We used Madison’s suite of OOH tools for scientific planning and faultless execution, adapting to each market's unique needs. Despite the added challenge with General Election campaigns, our timing ensured our campaigns stood out without being overshadowed.”