Campaign: The Frooti Life
Company: Parle Agro
Agency: Sagmeister & Walsh
The campaign begins with Shah Rukh Khan climbing steps to push open a mysterious grey door marked ‘Life’. Inside, grey-clad office-drone types chant, “Chase the mango, choos the mango.” Khan closes the door to find a giggling kid dressed like a monk show up with a vial. He sips from the vial marked ‘The Frooti Life’ and gets access to the magical door. Next, Khan is seen entering a youthful, vibrant and colourful world away from the mundane lives people usually end up living.
In 2015, Parle Agro had re-launched Frooti’s visual identity, including logo design and packaging, with an aim to demonstrate the mango drink as bold, fearless and iconic. Through this, it wanted to establish its equity amongst a much larger consumer base than just children.
After almost a year, taking forward the same philosophy, Parle Agro has launched a new campaign, The Frooti Life, to bring the concept of a surreal world directly to consumers, elaborating on the difference between a normal life and the Frooti Life.
The company is investing `100 crore across a strategic mix of media vehicles with television playing the lead medium for the campaign, followed by an aggressive focus on digital marketing. Apart from this, it is supported by outdoor, radio and cinema.
Inside the Frooti Life world, the colourful cast and characters who are weird and silly are just being themselves and not afraid to have fun and do the ‘mango bango’ with smiles and confidence. Says Nadia Chauhan, JMD and CMO, Parle Agro, “With this campaign, we are motivating people to go further and to take action by choosing #TheFrootiLife.”
Seconding her, Jessica Walsh, Sagmeister & Walsh Partner, says, “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.”
The brand has strived to remain inventive with a marketing strategy that borders on the unconventional. FMCG brands like Perfetti Van Melle’s Mentos or Cadbury 5 Star too have, over the years, tried the unconventional and humourous route to break away from clutter. However, the new Frooti advertisement fails to generate any feeling among viewers. The mango drink brand has been one of the country’s favourites. But will the TVC make one go out and pick up a Frooti bottle? Debatable.
Shah Rukh Khan licking the door knob and miniature human beings dancing to “choos the mango” don’t really motivate one to go out and do things they want to, as the company would like us to believe through the ad. As the scorching summers are upon us, Frooti fans may continue to sip on the mango drink but whether they care enough to want to attain the Frooti Life, is doubtful.