Appy Fizz finds a new buddy in Saif Ali Khan

13 Mar,2012

By Shubhangi Mehta


Appy Fizz, ‘the cool drink to hang out with’ has found Saif Ali Khan, a new and popular face as a pal. Popular amongst his gang of friends for his sparkling wit, one liners and tireless fizz, Appy Fizz, will now be seen hanging out with Saif Ali Khan, in a series of TVCs created by Creativeland Asia.


In the films, we see Appy Fizz hanging out with Saif and friends during his shoots for films. In the first film from a campaign of three, we see Saif greet his friends as he enters his personal pad at the film studio right after pack up. Appy Fizz jumps out of the fridge eager to see his friend after his long hours at work, startling Saif. Saif then introduces Appy Fizz to his bunch of friends. And then there is no stopping Appy Fizz. In his typical witty style, Appy Fizz boasts to his new friends how Saif and he have done many films together, as even a confused Saif finds this unbelievable. Appy Fizz then explains how he was always present in the intervals at the popcorn-and-drinks counter. This funny banter continues and we see Appy Fizz win the hearts of his new friends with his light-hearted banter.


Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, said: “Saif Ali Khan is a great youth icon who loves his work as much as his life. The actor brings in the cool quotient to Appy Fizz’s friends circle, and both complement each other and make a very entertaining duo. We’re sure the two will make a winning pair.”


She added: “Right from inception, Appy Fizz has been a runaway success. It is the creation of not just a successful brand but a successful category and we are the only players offering such a unique product in the market. We see huge potential in this brand and its massive acceptance has us led us to investing heavily in it. We see a very large growth contribution from Appy Fizz this year and in the years to come.”


Commenting on the campaign, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said: “I’m glad we have been able to design a campaign that preserves the sanctity of Appy Fizz communication over the years and yet build in a popularity factor through Saif Ali Khan as a celebrity cast. What makes it even cooler is the fact that it has been able to depict Saif Ali Khan as a hangout buddy and not necessarily a celebrity endorser in the campaign.”


On this new association Saif Ali Khan said: “It gives me great pleasure to be associated with Appy Fizz and look forward to a long fruitful relationship with the brand. I believe brand endorsements are partnerships which go beyond what one sees on TV and Print. Appy Fizz came to me with really exciting concepts which got me interested. Many new ideas and innovations will be seen by the consumer shortly and I am confident that they will be loved.”


As part of the campaign, Creativeland Asia has also designed and developed a microsite, making hanging out even more fun and interesting and a lot simpler for friends. So, if someone wants to hang out with their friends all they have to do is visit the website, and choose one of the options for hanging out with friends either at a nightclub, a bar, a cafe, an entertainment or for a house party. Once they choose an option, Appy Fizz asks them a locality they are interested to hang out in and accordingly suggests to them suitable places they can go to in that specific area. If the visitor opts for a house party, Appy Fizz suggests places in the vicinity where they can buy drinks, food or any other supplies from. Friends can even create an event complete with details like time and place and automatically post it on Facebook and Twitter and invite friends for the same. Creativeland Asia has also developed aMobile application for those on the move.


The website is designed like Saif Ali Khan’s personal pad at the film studio, complete with a music system that allows you to play your choice of sound track as you explore the website, and a Television that connects you to the Appy Fizz page on Youtube.


The campaign has been conceptualised by Creativeland Asia and the films have been directed by Sajan Raj Kurup and have been co-produced by equinox and Crocodile films. The VFX and the animation has been done by Mfx inKuala Lumpur.


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