Mumbai: Parle Agro, a disruptor in India’s beverage industry, has announced the highly anticipated partnership with celebrated actor Vicky Kaushal as the new brand ambassador for Appy Fizz. Known for his unconventional choices and charisma, Vicky Kaushal embodies the distinctive, confident, and bold spirit that Appy Fizz stands for. To mark this exciting collaboration, Parle Agro has launched a dynamic campaign titled ‘The One, The Only,’ which celebrates both the brand’s individuality and Vicky’s captivating personality.
Vicky Kaushal, a powerhouse performer with mass appeal, mirrors the Appy Fizz persona — effortlessly stylish, original, and unapologetically different. Just as Appy Fizz revolutionized the Indian beverage landscape by pioneering the fruit-flavored sparkling drink category, Vicky has carved out a space in Indian cinema that is uniquely his own. Together, they symbolize an attitude that is commanding and unashamedly distinctive.
The campaign, conceptualized by &Walsh, features an edgy TVC (television commercial) that redefines brand storytelling with its bold narrative. Set in a high-stakes casino, the film brings Vicky Kaushal’s signature swagger and fearless, risk-taking moves to the forefront. With pulsating music, slick choreography, and a larger-than-life setting, the ad encapsulates the exhilarating, vibrant, and unforgettable experience that Appy Fizz delivers. The campaign is currently rolling out across TV, digital, and social media platforms, with a high-voltage out-of-home activation slated to follow.
Commenting on the partnership, Nadia Chauhan, Joint Managing Director & CMO of Parle Agro, said, Appy Fizz isn’t just another drink, it’s a one-of-a-kind experience. With its signature taste and fizz, it embodies confidence, individuality, and an aspirational spirit that connects with today’s generation. As we continue to evolve our brand narrative, Vicky Kaushal’s authenticity and energy add a dynamic new edge to our journey. With ‘The One, The Only,’ we’re celebrating what makes Appy Fizz distinct while reinforcing its place as the drink of choice for those who love to stand out and make an impression.”
Vicky Kaushal expressed his excitement saying, “Appy Fizz has always been a brand with a bold and stylish personality. It’s been part of so many memories from my college days, especially those ₹10 bottles that were a go-to with my friends. I’ve admired the brand for its originality, and I’m thrilled to now be a part of its journey. This campaign is all about owning your uniqueness, and that’s something I deeply connect with.”
Since its launch in 2005, Appy Fizz has revolutionized the carbonated soft drink (CSD) category with its distinctive black packaging and refreshing taste. The brand continues to hold an unmatched 90% market share, with a presence in over 2 million outlets across the country (Source: secondary research and market intelligence). This enduring success is a testament to its bold, unique identity that stands tall amidst competition.
Vicky Kaushal now joins Parle Agro’s impressive brand ambassador roster, which includes Alia Bhatt for Frooti and Varun Dhawan for Smoodh. As Vicky Kaushal continues to win hearts with his effortless style and gritty performances, Appy Fizz ensures its position as a brand that resonates with confidence, individuality, and the spirit of today’s generation.
