About the Brand : Frooti
Company : Parle Agro India Pvt ltd.
In 1985 Parlo Agro India Pvt Ltd launched its very famous flagship product “Frooti”. This tasty and laregst selling mango flavoured drink was one of its kind to be first introduced in Tetra pack during its launch. People who grew up in the 90’s , the ad jingle ” Mango Frooti, fresh & Juicy” made Frooti their favourite drink!
Frooti was launched in a green rectangular Tetra Pack as a ready-to-serve mango drink. Although it wasn’t the first mango drink, Frooti quickly acquired a large market share. The packaging played a major role behind its success, since it could be carried easily and conveniently. Frooti also provided a refreshing mango taste that translated into a huge demand for itself. The brand faces competition from rivals like Tropicana, Slice and Maaza.
Perhaps the most popular drink by Parle Agro Pvt Ltd, it’s now celebrating almost three decades of success. But last summer in 2015 Parle Agro launched its marketing campaign to revamp the brand and make it more popular.
Objective to be achieved by this Campaign
“The entire communication was designed to ensure we strike a balance towards retaining our large kid consumer base, but building massive appeal amongst the older consumers and subsequently gain greater market share,” said Nadia Chauhan, joint managing director at Parle Agro.
As published on TheFinancial Express, Nadia Chauhan, JMD and CMO, Parle Agro says, “With this campaign, we are motivating people to go further and to take action by choosing #TheFrootiLife.”
“The Frooti Life” Campaign
Last year in March 2015, Parlo agro came up with this unique campaign with ad agency Sagmietser & walsh. Thier collaboration led to an amazing set of activities to enhance the brand image of Frooti.
Frooti was very popular among the kids but to attract consumers from other age groups and make the brand popular among them, Parle agro revamped its marketing strategies. It used all kind of media platforms like Tv commercials, print media and most importantly the usage of digital marketing and social media.
Apart from changing its logo, Frooti was now endorsed by none other than the famous Bollywood actor Shahrukh Khan.
Idea behind the Campaign:
- Popularise the brand across all age groups and broaden the target audience.
- With emerging digital market, establish the brand’s strong digital presence apart from all the other conventional way of advertisement.
- Reposition Frooti in the market as a leading brand.
“The Frooti Life” campaign using digital marketing
Frooti was widely marketed on the digital platforms. Be it twitter or youtube, the brand was kept active everywhere. A lot of buzz was created using the “hashtag” for the campaign #TheFrootiLife which revolved around the idea of establishing the brand boldly. The idea behind the entire advertising was motivating people to follow their heart and enjoy what they are doing.
Initially in the Tv commercials it showed a giant mango being shoved up by people individually and they pull it up together to show the result of collective effort and then a giant bottle of Frooti emerges and the juice of the mango goes in as a funny jingle plays back and finally Shahrukh Khan pulling out the bottle and sipping in the drink.
The latest commercial shows Shahrukh entering the colorful world of Frooti behind a secret door which unveiled people singing and dancing and enjoying to their tune .
- Youtube: The campaign is still live and more and more videos are made live on Youtube to keep the customer interested in the brand.
And the latest video is–
- Twitter : The social media arena is mostly captured by Frooti’s twitter page. The page is filled with posters of the new frooti and its #TheFrootiLife campaign with Sharukh Khan endorsing the drink in various ways. The Superstar himself is a big influencer of the drink’s twitter page.
The twitter page is still live and is updated with the all the recent Frooti marketing activities being showcased on the digital platform. Various themes like Nodietday or mothers day,are chosen to make the twitter page more active among the twitter users.
Guess who's our favourite Star Wars character? Answer: 'Choos'bacca! #StarWarsDay pic.twitter.com/nMRcNZVx5Z
— Mango Frooti (@Frooti) May 4, 2016
Interesting conversations were made ion twitter where Frooti asked people which fried of theirs is facing a bad day and they promise to make that person’s day better!
.@theshwetamenon #TheFrootiLife @KadakPao pic.twitter.com/MG8RkuVpWt
— Mango Frooti (@Frooti) April 7, 2015
Parle Agro sponsored the Indian Box premier league(IBCL) broadcasted on Colors tv , an indoor cricket championship for TV stars and even ran a contest for it. All this was updated on the brand’s twitter page for grabbing more eyeballs.
A glimpse of the IBCL tweet-
Congratulations, team @DelhiDragons! Isn’t the taste of success same as that of Frooti? #FrootiBCL pic.twitter.com/5ZzTDZCveK
— BoxCricketLeague (@boxcricleague) May 14, 2016
Still there is more-
- Facebook : This social networking site is creating ripples by record breaking users. Parle Agro tapped the power of Facebook by creating its own page and gathers more & more likes!
- Instagram: Parlo Agro unturned every leaf to leverage the digital marketing portfolio of Frooti and for the same it also made its presence on this social media forum.
Results of the Campaign
#TheFrootiLife is an ongoing campaign by Parle Agro India pvt ltd and new updates is being implemented and being posted on the social media.
With extensive use of digital marketing tactics like creation of Twitter, Facebook and Instagram accounts, Parlo Agro kept consumers updated and got them involved with the brand. This helped in impacting the consciousness of the brand in consumer’s mind and leveraged Frooti’s brand equity.
According to Business Insider India, Parle Agro’s Frooti has recently once again become India’s second most popular mango drink, by outselling Pepsico’s Slice. The brand now enjoys a market share of 25.6% in India’s 2300 cr mango drink category.
Learning:
With the recent success being enjoyed by Parlo Agro, it was evident that the usage of digital marketing strategy on social media played well for the company. Frooti regained its market presence and thereby giving Frooti brand a taste of success of its re-branding exercise since 2015.
Source- google, wikipedia, thefrootilife.com, facebook.com,twitter.com, businessinsider.in, financialexpress.com, theinspirationroom.com, economictimes.com
