If one has to launch an outdoor campaign after a gap of five years, it had better be big. That is exactly what Parle Agro did for its mango drink Frooti. As Mumbai bid farewell to Ganpati, so did Frooti, at key locations such as Juhu Chowpatty and Marine Drive.
The brand’s mission was to achieve widespread visibility and become an integral part of the festive celebrations. The Digital Out-of-Home (DOOH) campaign bid goodbye to the idols as they were immersed.
The OOH campaign also featured brand ambassadors – actors Alia Bhatt and Ram Charan – at major arterial roads and junctions, and even residential neighbourhoods in key markets across India.
The Frooti outdoor campaign is spread across over 150 markets in India, informed an official statement. It has been handled by Platinum Outdoor, an OOH agency that is part of Platinum World.
Nadia Chauhan, Joint Managing Director and CMO, Parle Agro, said, “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.”
Dipankar Sanyal, CEO, Platinum and MRP (Madison Retail Paradigm), said, “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, touchpoints. All this is married to data and Madison proprietary tools to reach consumers and deliver effectiveness. Being associated with Parle Agro and part of the journey is a matter of pride and honour for Platinum.”
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