Parle Agro launches Frooti campaign with Alia Bhatt & Ram Charan

With summer back in all its glory, Parle Agro has launched a mega-marketing campaign for its flagship brand Frooti.

The campaign is set to roll out across multiple mediums, including TV, OTT, Digital and Outdoor. To reach out to existing and new consumers, the brand communication will also be promoted across mass pillars like entertainment and sports. The Frooti TVC will be advertised during IPL on national TV and Disney+Hotstar as well as during World Television Premieres of blockbuster movies through ad spots. With this, the brand aims to capitalize on the high reach and visibility that big-ticket events garner.

Conceptualized by &Walsh, the heartfelt TVC for Frooti celebrates ‘togetherness’ along with ‘Frooti fun’, an element that is intrinsic to the brand. Featuring brand ambassadors, Alia Bhatt for national channels and Ram Charan for southern markets, the TVC narrates a fictional story of the origin of Frooti in an adorable tale, just like how the people of India perceive the brand. In the film, a town comes together to build a factory around a giant mango-meteor that crash lands in their village. This results in the creation of India’s beloved mango drink, Frooti which the town folk share with the rest of the country.

Speaking on the campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said, “With offices, education institutes, OOH entertainment and tourism opening up to nearly 100%, the summer of 2022 emerges as the first summer in two years that promises to be the strongest and most robust for growth. This is a great time for the beverage industry and as a leading player in the category, we are thrilled to dive into an aggressive summer with a strong campaign for Frooti with brand ambassadors, Alia Bhatt and Ram Charan. Our marketing activities for this summer are one of our most aggressive and we look forward to strengthening our reach and connections with our consumers this year with no restrictions.”