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Parle Agro carves a new look for Frooti

By Bhawana Anand - April 24, 2015

Posterscope executed the impactful 1-month campaign in 100+ markets using nearly 2,000 media units

Parle Agro launched a high decibel OOH campaign to showcase the refreshingly new visual identity of its mango drink Frooti. The objective of the campaign was to give Frooti a distinct presence on the OOH landscape, while keeping the spotlight on the brand's bold logo and contemporary look. From the creative perspective, the campaign exhibited bold graphics and vibrant colours that typify Frooti's new packs.

Posterscope planned and implemented the campaign strategy that entailed rollouts in 100+ markets across the country over a one-month period. Using its novel tool'Outdoor Consumer Survey (OCS)', Posterscope conducted a thorough analysis to effectively target consumers for Frooti. In the process, the team identified the most relevant touch-points and high footfall locations across market segments.

Further, with the help of its proprietary 'Prism' suite of tools, Posterscope worked to deliver impact, reach, and frequency for the brand by using a combination of large and small format media units. Meticulous planning was undertaken for appropriate media selection and media placement at key high traffic locations, arterial roads, congregation points, product consumption locations, hangout places and transit places.

While the largeness of the campaign was achieved by using billboards, the differentiation was created with a media mix that encapsulated more than 20 different outdoor media formats including street furniture and transit media. 

Posterscope also created media clusters. For this, a combination of multiple media touch points were covered within close proximity of each other to create'The Frooti Life Zone'.

The challenge for the Posterscope team was to roll out the campaign almost simultaneously across a humungous geographical spread of metros, state capitals, tier 1 and tier 2 towns, tourist locations and national highways. Additionally, there were multiple creatives manifesting'Frooti Life” that had to be used prudently to offer visual freshness to the campaign. It required extensive implementation, planning and flawless coordination from the Posterscope teams across regions to achieve this herculean task.

Speaking about the campaign, Nadia Chauhan, JMD and CMO, Parle Agro said, "We are employing a differentiated marketing strategy with the entire brand revamp and new positioning for Frooti. With our new campaign, we want to make the brand relevant and appealing to consumers across generations and build higher aspirational values around it.”

Commenting on the association, Haresh Nayak, Regional Director, Posterscope APAC said, "We are glad to be associated with the brand-revamping exercise of Frooti ensuring the creation of high impact visibility with the widespread outdoor campaign.”

Consequent to the task undertaken, the result was an extremely visible outdoor media campaign that delivered seamlessly across 100+ markets using nearly 2,000 media units.

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