Frooti steals the thunder this summer on OOH

Looks like FMCG major Parle Agro is going all out this summer to create a splash for its popular brand Frooti. Platinum Outdoor has rolled out an aggressive OOH campaign for the iconic beverage brand, wherein the objective was to capitalise on the huge revival of outdoor commute, post pandemic.

The campaign covers 140 cities across India, including eight metros. The hard-to-miss billboard displays featuring Frooti are at prominent locations targeting high footfall sites, areas of commute and points of purchase. The campaign has also been featured on what has been cited as Asia’s biggest billboard - on the Bandra Western Express Highway in Mumbai. The displays are writ large across highways, and near schools, colleges, malls, weekend getaway spots, tourist locations, et al.

Aiming for high recall, the brand has also executed extensive train wrap advertising and vehicle branding, driving strong visibility for the legacy mango drink. What’s more, taking consumer engagement to a new platform, Parle Agro has also utilised the dual-screen mobile broadcaster set afloat at Juhu seashore. The disruptive visuals of Frooti with brand ambassadors Alia Bhatt and Ram Charan in the middle of the sea has been grabbing the attention of consumers on the beach.

Nadia Chauhan, Joint Managing Director & CMO at Parle Agro says, talking about the campaign, “With summer back in full swing and markets having resumed normalcy after two years, we are extremely excited about our aggressive summer campaign for Frooti and have used OOH as one of our key channels this year. Platinum Outdoor has ensured the dominating presence of Frooti in all relevant and strategic locations, which has garnered us incredibly positive response.”

Speaking about the campaign, Dipankar Sanyal, CEO – Platinum and MRP, elaborates, “It’s been an incredible start to the summer with Frooti painting the out-of-home skyline yellow. This is Platinum’s first campaign for Parle Agro after receiving the mandate to handle their out-of-home portfolio. We’ve executed a high impact campaign targeting 100+ cities and towns across India using Madison suite of tools for sharp planning. The goal was to reach the TG at the right place at the right time and generate awe and excitement among consumers through the creative use of the enormous outdoor media.”