Frooti extends 'fresh and juicy' appeal

The 21-day OOH campaign aims to establish the brand in the competitive drink market during the summer season. It has been carried out over various outdoor formats.

To tap into increased demand during the summer season, Frooti, the fruit juice beverage from the Parle Agro stable, has launched a new campaign led by a television commercial (TVC). An out of home (OOH) campaign has also been launched to extend the message of the TVC and take the drink closer to the consumers. The multi-city OOH campaign comprises simple creatives featuring characters from the TVC with the copy, 'The fresh 'n' juicy mango experience'.

Executed by AdzEdge, a division of Outdoor Advertising Professionals (OAP), the campaign uses various OOH formats including billboards, bus queue shelters, wall branding and railway station branding, creating several effective touch points to attain maximum reach and top of mind recall, and also strengthens the brand image.

The objective of the Frooti campaign was to have a wide presence through a choice of outdoor media across all four cities. The campaign is the result of research on the penetration level to identify the target areas for maximum spread, making brand 'Frooti' omnipresent during this summer.

"Our strategic approach was to reach out to the maximum target audience, right from the brief given to us to the final execution," says Anirban Ghosh, senior vice-president, AdzEdge.

The challenge was to establish the brand in the competitive drink market and also position the product as one amongst the best, within the cola and juice brands competing in the summer season.

The campaign has been rolled out from the beginning of May and will continue for 21 days in Chennai, Hyderabad, Visakhapatnam and Vijayawada.