A major player in the Indian beverage industry, Parle Agro has launched a large-scale Out-of-Home (OOH) campaign for their mango drink, Frooti, in preparation for the festive season. The goal of the campaign is to increase brand visibility and become a central part of India’s major celebrations.
The campaign marks the first time Frooti has utilized extensive outdoor media during the festive months. The brand has strategically placed their advertisements in prominent locations across key cities in India, using a creative approach that tells a story through outdoor advertising.
Frooti has aligned their campaign with various regional festivals to establish a strong connection with the essence of each celebration. For example, during Mumbai’s Ganpati Visarjan, custom Frooti ads were placed at key locations such as Juhu Chowpatty and Marine Drive to bid farewell to Lord Ganesha.
This campaign also utilizes Digital Out-of-Home (DOOH) advertising in a unique and effective way. Frooti’s visuals, featuring brand ambassadors Alia Bhatt and Ram Charan, are prominently displayed in landmark corporate areas, media sites, and residential neighborhoods across India. Plans are also underway to incorporate DOOH advertising inside INOX and PVR theaters.
Nadia Chauhan, joint managing director and chief marketing officer of Parle Agro, explained that the campaign aims to revolutionize storytelling through outdoor advertising. By pushing boundaries and doing things that have never been done before, they hope to capture the spirit of celebration and share it with the people of India.
Dipankar Sanyal, CEO of Platinum and MRP, expressed pride in being associated with Parle Agro and their innovative campaigns. By utilizing data and Madison proprietary tools, they are able to reach consumers effectively and bring newness to each campaign.
The Frooti OOH campaign is set to make a significant impact during the festive season, showcasing the brand’s innovative and forward-looking approach while connecting with consumers from all walks of life.
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