Posterscope executes high-decibel outdoor campaign for Frooti

22 Apr,2015

By A Correspondent


As Parle Agro introduced a new visual identity for Frooti, it vested the responsibility with Posterscope India for its Out-of-Home communication.


As Frooti is moving away from its traditional image, the idea was to showcase the new drink in a fresh, exciting and playful manner. It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design.


The task put forth by the Parle Agro Team to Posterscope India was to create a buzz about the brand’s new look and leave a lasting impression on the consumer’s mind such that it would support and boost its on-ground visibility.


Posterscope conceptualised and created an outdoor implementation strategy. It delivered month-long visibility to the brand across 100+ markets pan India to address the objective of establishing Frooti as a leader and the voice of authority in its category. The campaign was not just high impact, juxtaposed against sustained visibility, but also exhibited high cost efficiency.


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.”


Haresh Nayak

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 creating of high impact visibility with the wide spread outdoor campaign. ”


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