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Parle Agro launches new campaign for Frooti – #LiveTheFrootiLife

Madhushree Chakrabarty March 26, 2021

Parle Agro launches its new campaign #LiveTheFrootiLife for its flagship brand Frooti. The television commercial features the biggest actors and brand ambassadors, Alia Bhatt, Varun Dhawan and Allu Arjun. 

The campaign has been designed to accelerate & expand Frooti’s growth after lockdown and will roll out across TV, OOH, and Digital. #LiveTheFrootiLife also aims to create a stronger brand connection and capture a bigger market share. In order to bolster this motive, Parle Agro has made investments in the biggest event of the summers, IPL. Frooti has become the official on-air sponsor for the IPL in the mango drink category.

“This year’s summer campaign is an extension to the surreal world of miniatures interknitted intricately with our brand ambassadors – Alia Bhatt and Varun Dhawan for national markets and Alia Bhatt and Allu Arjun for southern markets. The campaign aesthetically blends in new and quaint elements of the Frooti brand story. Through our campaign, we want Frooti fans to unleash their enthusiasm and #LiveTheFrootiLife” says Nadia Chauhan, Joint Managing Director & CMO, Parle Agro.

“2021 is going to be our biggest growth year as we move to connecting and engaging with our customers more aggressively,” opines Nadia Chauhan. “With our 160ml PET for Frooti, we are certain it will act as our biggest distribution driver across markets and we will see a 20% plus overall growth in sales. With a clear focus on sales & distribution, digital amplification, and the association with IPL, we are confident to see an increase in consumption patterns which will further augment our growth backed by our campaign reach.”

The campaign has been narrated by Frooti’s creative agency, &Walsh. The short films are produced by Lobo, New York, USA, and the concept and direction were led by Mateus de Paula Santos & Aron M. Aguiar.

Watch the ad campaigns for Frooti below: 

  • Frooti TVC with Alia Bhatt.
  • Frooti TVC with Varun Dhawan
  • Frooti TVC with Alia Bhatt and Allu Arjun
  • Frooti TVC with Allu Arjun

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