Parle Agro has unveiled an Out-of-Home (OOH) campaign bringing its mango drink, Frooti, into the spotlight. The mission of the company is to achieve widespread visibility for the brand during the season.
The campaign marks the first time in five years that Parle Agro has launched an outdoor media blitz for Frooti during the festive months. Frooti currently dominates prominent locations in key cities across India, employing a creative approach that builds storytelling through outdoor advertising. The innovative strategy aims to captivate audiences.
“This year, our creative approach revolutionises storytelling. We’re transforming outdoor advertising into a narrative art form that captivates and immerses our audiences. We’re pushing the boundaries for Frooti during the festive season by doing things that have never been done before. With this disruptive Out-of-Home campaign, we aim to capture the spirit of celebration and share it with the people of India,” Nadia Chauhan, joint managing director and CMO, Parle Agro, said.
The outdoor strategy is aptly timed, coinciding with the ongoing festive fervour. The brand has aligned its media deployment and campaign messaging with various regional festivals, ensuring a connection with the essence of each celebration.
Parle Agro created custom Frooti ads to bid farewell to Lord Ganesha, strategically placing them at locations such as Juhu Chowpatty and Marine Drive. The ads conveyed a message of saying goodbye to the idols as they were immersed in the sea, becoming an integral part of the Ganpati celebration.
“Parle Agro outdoor campaigns take over the streets of India. The campaigns embody what Parle Agro eschews as a brand – innovative, forward-looking, stylish, aggressive, experimental yet connected with every stratum of the consumer base. We manage to bring vigour and newness to each campaign with an ideal choice of media, locations, and touchpoints. All this is married to data and Madison proprietary tools to reach consumers and deliver effectiveness,” Dipankar Sanyal, CEO- Platinum Outdoor and Madison Retail Paradigm (MRP), said.
The OOH campaign has garnered attention, having taken over high-traffic areas, major arterial roads and junctions. Frooti’s dynamic visuals, featuring brand ambassadors Alia Bhatt and Ram Charan, are prominently displayed in landmark corporate areas, media sites, and residential neighbourhoods in markets across India. Considering the festive season and the lineup of popular movies, DOOH advertising inside INOX and PVR theatres is also in the planning stages. The Frooti outdoor campaign is spread across 150 markets in India.