MANGO SURPRISE

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TitleMANGO SURPRISE
BrandPARLE AGRO
Product / ServiceMANGO FROOTI DRINK
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantCREATIVELAND ASIA Mumbai , INDIA
Entrant Company:CREATIVELAND ASIA Mumbai, INDIA
Advertising Agency:CREATIVELAND ASIA Mumbai, INDIA

Credits

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

Results and Effectiveness

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.

Creative Execution

We executed The Mango Surprise Project in 3 parts: 1. We played Mango Surprise pranks (live stunts) on people across cities in India. We dropped giant mangoes from trees near passersby, rolled 8-foot mangoes down sloping roads on to oncoming pedestrians, and swapped baggage for giant mangoes on airport conveyor belts. We scared, shocked and surprised them and caught their attention. 2. Then we got the 'Prank Anchor' ran up to the 'Prank Victims', hand them a bottle of Frooti and explained to them that Frooti is made of real, juicy mangoes and made them sample it. 3. We captured these moments on hidden camera and edited it to create the brand's TVC, Viral and branded entertainment content. We played over 600 juicy mango pranks across 30 cities.

Insights, Strategy and the Idea

Business, Marketing & Communications Objective: Frooti, one of India's largest selling mango drinks, wanted to reiterate that it was made of real juicy mangoes. Target consumer and their relationship with the brand: Frooti is consumed by consumers across Socio-economic segments from small towns to big metros in India. So, we had to find an engaging idea that could cut across target segments and could be enjoyed by all. Insight & Idea: The market is saturated with communication full of beautiful shots of mangoes and conventional juice shots. Rather than being one more mango brand doing the same thing, we attempted something completely unconventional. We decided to scare, shock and surprise people with big mangoes in a way that they will not forget for a long long time. We came up with The Mango Surprise Project.