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Parle building up the fizz

By M4G Bureau - May 18, 2018

The brand launches an extensive OOH campaign for Appy Fizz, featuring its new brand ambassador, Salman Khan. The campaign aims to further strengthen the brand’s connect with millions of consumers across India

Parle Agro, the largest Indian beverage manufacturer, has launched a fresh marketing campaign for its new #FeelTheFizz campaign for Appy Fizz brand with a budget of Rs 100 crore. This is the first campaign for the brand, featuring its new brand ambassador Salman Khan. An extensive OOH campaign spread across multiple cities and a variety of outdoor formats is also a part of the 100-crore marketing stunt. The new campaign builds on the need for the brand consumers to “Own Their Fizz” by being bold, confident just like Appy Fizz and is targeted towards the youth across India.

The aggressive campaign is part of the overall strategy of the organisation, targeting Rs 5,000 crore-brand turnover by end of 2018 as well as building the Fruit plus Fizz category to Rs 4,000 crore in the coming years.

With Appy Fizz, Parle Agro’s fastest growing brand, the organisation is looking to step up its foothold in the Indian beverage space and to continue to be the leader in its sub-category. The new #FeelTheFizz campaign, with the addition of Salman Khan as the face of the brand, is directed towards ensuring the continuous growth momentum of the brand in order to further leverage consumers’ changing habits as they move away from synthetic aerated drinks. Salman Khan was selected to be the face of the brand owing to his stylish, macho and magnetic attitude being a seamless fit for Appy Fizz’s bold and edgy persona.

The Rs 650 crore-brand has been a market leader in the category of fruit plus fizz drinks and is seen as one of the largest marketing budgets allocated to the brand since its launch. The aim is to further strengthen the brand’s connect with millions of consumers across India.

Speaking on the new campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said, “With the new #FeelTheFizz campaign, the target is to further increase the double-digit growth Appy Fizz has been consistently seeing over the past few years while solidifying it as the leader of the Fruit plus Fizz category. Salman Khan as the face of the brand plays a critical role in achieving the aggressive vision we have set out for the brand and the category it created. Driving scale in distribution, recall and preference are the key brand objectives for the brand in 2018.”

The OOH account for Parle is handled by Posterscope India.

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