Year after year, Creativeland kicks it up a notch with its campaigns for brand Frooti. It has been an exciting journey rolling giant mangoes down slopes, dropping mangoes on unsuspecting passers-by and making the first reality game-show TVC.
So, for the 2013 campaign film, they had a tough act to follow. But Creativeland hope the new project, which debuted on March 8, will follow the past trend of creative magic.
Frooti roped in the Indian cinema superstar, Shahrukh Khan, and in the TVC he transforms innocent onlookers into drooling, gulping, longing, lip-smacking children with the ‘Magic of fresh and juicy mangoes’.
The film, shot after a game practice, intercuts between Shahrukh gulping Frooti and a bunch of little soccer players yearning for the mango drink. The little kids drool uncontrollably and their thirst for the bottle of Frooti seems unabashed.
When Shahrukh is done with his Frooti and looks around, he is taken aback to see the players (who were actually adults) staring at him in child-like innocence.
He says ‘what?’ and breaks them out of the spell. The embarrassed players smile sheepishly and get back to what they were doing. And, in the background two little players, who saw the whole thing unfold, break into laughter.
What makes the ad even more enchanting is the beautiful, soulful track that holds the film together. The ad is sure to appeal to the fun-loving, excitable youth with its promise of ‘fresh n juicy mangoes’.
“This year one of the key aims was to capture the feel of relishing a bottle of Mango Frooti and up the appetite quotient. I am particularly glad to have been able to do it notably and still retain the quirk and edge that we have consistently aimed at with Mango Frooti communication. I have personally enjoyed the challenge of bringing it alive”, says Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia.
Nadia Chauhan Kurup, MD and CMO, Parle Agro, explains, “Fresh ‘n’ Juicy is an integral proposition to brand Frooti. This year we decided to take it to level higher and treated it as the essence of our new campaign positioning. And in this way, The Magic of Fresh ‘n’ Juicy Mangoes was created.”
She adds, “For the first time in the history of Frooti, we have associated a celebrity as large as Shahrukh Khan to endorse the brand. We believe that merging with brand King Khan, will further enhance magic of the brand and fuel our growth plans.”
The film is backed by a holistic marketing plan which includes innovative outdoor, BTL, mall activation, visibility at Retail outlets (POP) and strong digital presence.
Social media will be the focus of the communication plan, with activities on Twitter and Facebook.
The film is directed by Prakash Varma of Nirvana Films, who had this to say:
“Firstly, Frooti for me has been an incredibly enjoyable experience. Rarely do I get such focussed and clear scripts. Secondly, working with RaJ is very rewarding. He trusts my instincts and is clear about what he expects.”