The Power of Storytelling in Marketing
As the summer heat intensifies, Parle Agro, a leading beverage giant in India, is making a splash with its Out-of-Home (OOH) campaigns for its popular brands – Frooti, Appy Fizz, and Smoodh. These campaigns are designed to capture attention during the scorching summer months. The aim is to amplify brand impact, reach, and consideration across the nation.
Tailored Themes for Target Audiences
Each brand’s campaign sports a unique theme, customised for its specific target audience. The Frooti campaign, themed ‘WOW Frooti’, has been launched in 74 cities. With brand ambassador Alia Bhatt at the helm, the campaign’s vibrant visuals encapsulate the fun and ‘wow’ factor associated with every sip of the mango drink.
Strategic Placement for Maximum Impact
Parle Agro has rolled out each campaign with over 600 media assets, adopting a micro-catchment targeted strategy. This approach focuses on specific city pockets to ensure maximum visibility and impact. The campaigns have been strategically placed at top-performing markets, high-distribution towns, tourist hubs, and prominent city landmarks.
Smoodh’s ‘Oh So Smoodh’ Campaign
The outdoor campaign for dairy brand Smoodh, featuring ambassador Varun Dhawan, mirrors the brand’s irresistible smoothness. The ‘Oh So Smoodh’ themed campaign has gone live across 90 towns.
Appy Fizz’s ‘Get Fizz’ Campaign
Appy Fizz’s ‘Get Fizz’ themed campaign, personified by brand ambassador Kriti Sanon, reflects its effervescent energy. The vibrant and electrifying visuals of Appy Fizz have been splashed across 94 towns in India.
Leveraging DOOH Creatives for Engagement
The campaigns leverage dynamic digital-out-of-home (DOOH) creatives to boost engagement. Static and digital billboards have been positioned along major roads and intersections, targeting key routes. Additionally, smaller format media like Bus Queue Shelters (BQS) were placed along sub-arterial routes, covering market areas, commercial hubs, and popular spots like railway stations and bus depots.
A Word from Parle Agro
Ankit Kapoor, head of marketing and international business, Parle Agro, said, “For us, the summer season is about becoming the top choice for consumers seeking delicious refreshment in the heat. OOH is a critical medium for us in driving memorability and reinforcing the distinctive worlds of our brands. By placing our media assets at strategic locations, we ensure our brands are not just seen but remembered. Moreover, our focus on dynamic content and celebrity endorsements adds an extra layer of engagement, enhancing the effectiveness of our campaigns. With these visually captivating campaigns, we aim to maximize brand visibility, impact and consideration across our top-performing markets nationwide.”
The Campaign Execution
The campaign was conceptualised by the creative agency, Moonshot. The films have been written by Devaiah Bopanna, Puneet Chadha and Deep Joshi. Dipankar Sanyal, CEO, Platinum and MRP said, “Parle Agro campaigns for Appy Fizz, Smoodh and Frooti brighten up the summer season. Their success is a result of the exceptional teamwork between Parle Agro and the Platinum team, leveraging every available data to maximise return on investment. We used Madison’s suite of OOH tools for scientific planning and faultless execution, adapting to each market’s unique needs. Despite the added challenge with General Election campaigns, our timing ensured our campaigns stood out without being overshadowed.”
