Frooti floods OOH with mango flavour

Parle Agro’s oldest and largest-selling mango-flavoured drink brand Frooti recently ran a massive multi-format OOH campaign in 160 plus cities including the top 8 metros, the tier 1 and tier 2 cities. Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, bus shelters, mall media, gantries, unipoles, bus wraps, utilities, pillars, mobile vans etc. In an attempt to create impact multiple creatives are being used across cities. Every creative invariably has been highlighting the brand though # Live the Frooti life.

Targeted at audiences aged between 15-35 years, the campaign is centred on a deep understanding of the consumers, derived from primary research (OCS), patented analytical tools (PRISM) and accumulated knowledge. Posterscope zeroed down on strategic locations to reach the core TG and create maximum impact.

Commenting on the campaign, Nadia Chauhan, JMD & CMO, Parle Agro Pvt. Ltd. said, “OOH has played an important role in delivering the communication objectives of the Live #TheFrootiLife campaign. The medium enabled us to leverage the strongest part of our creative assets; the brand’s visual identity. Posterscope has aligned with our brand strategy ensuring our campaigns achieve maximum impact.”

Haresh Nayak, Regional Director, Posterscope APAC, said, “The Frooti story is built on an enormous legacy. And therefore, the crafting of any campaign for this product has to match up to that legacy that Frooti brings along. We have been servicing this client since 2013 and every campaign that we have built for them, has led us to rethink each and every tested strategy and create something novel, new and authentic. Frooti challenges us at every step and the struggle that we go through to live up to that challenge only helps us create a better version of Posterscope through every new campaign.”