Title | MANGO SURPRISE |
Brand | PARLE AGRO |
Product / Service | MANGO FROOTI DRINK |
Category | C01. Integrated Campaign Led by Direct |
Entrant | CREATIVELAND ASIA Mumbai , INDIA |
Entrant Company: | CREATIVELAND ASIA Mumbai, INDIA |
DM/Advertising Agency: | CREATIVELAND ASIA Mumbai, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Sajan Raj Kurup | Creativeland Asia | Chairman and Chief Creative Officer |
Vikram Gaikwad | Creativeland Asia | Executive Creative Director |
Anu Joseph | Creativeland Asia | Creative Director |
Sajan Raj Kurup | Creativeland Asia | Copywriter |
Anu Joseph | Creativeland Asia | Copywriter |
Shirin Johari | Creativeland Asia | Art Director |
Anjali Khanchandani | Creativeland Asia | Account Executive |
Jay Gala | Creativeland Asia | Account Manager |
Prakash Verma | Nirvana Films | Director |
Michael Nadar | Creativeland Asia | Art Director |
Nivedita Deshmukh | Creativeland Asia | Art Director |
Nadia Chauhan | Parle Agro | Advertiser's Supervisor |
Madhur Pandey | Parle Agro | Advertiser's Supervisor |
Frooti, one of India's largest selling mango drinks, wanted to reiterate that it was made of real juicy mangoes. It is popular across Socio-economic segments from small towns to big metros in India. We had to find an engaging marketing exercise that cuts across target segments and could be enjoyed by all. The market is saturated with conventional juice/beverage TVCs. We attempted something completely unconventional. We decided to scare, shock and surprise people with big mangoes up close and personal in a way that they will not forget for a long long time. We came up with the Mango Surprise Promotion.
The strength of the creative and originality of this campaign lies in the innovative way the Brand chose to communicate the fact that it is made from real mangoes. It broke away from the traditional communication pattern in this category and created a unique unforgettable experience on ground. This was then seamlessly integrated with its on air and online presence. Mango is associated with mischief, childhood and fun. Mango is also the fruit that makes brand Frooti. Hence there couldn't have been a more appropriate way for Frooti to stick to its philosophy 'why grow up' and communicate the same.
CREATIVE SOLUTION: The Mango Surprise-Marketing Project was executed in 3 parts: 1. Mango Surprise (Live) pranks were played on people across cities. We dropped giant mangoes from trees and rolled 8-foot mangoes down sloping roads on unsuspecting pedestrians. We scared, surprised and caught their attention. 2. The 'Prank Anchor' then went to the 'Victims', told them how Frooti was made from real mangoes and made them sample it too. 3. These moments were captured on hidden cameras and edited it to create the brand's TVC, Viral and branded entertainment content. We played over 600 juicy mango pranks across 30 cities.
Result: Sales and buzz are the measures of success. Sales during the activity went up by a whopping 100%. Frooti retained its market leadership by a huge margin. The campaign created unprecedented buzz and word of mouth around the brand. It generated PR worth approximately Rs.15 million across the internet, social media, newspapers and television. The footage generated during the promo was edited into the brand's TV commercials and other branded entertainment content.