Title | MANGO SURPRISE |
Brand | PARLE AGRO |
Product / Service | MANGO FROOTI DRINK |
Category | A06. Best Use of Special Events And Stunt/Live Advertising |
Entrant | CREATIVELAND ASIA Mumbai , INDIA |
Entrant Company: | CREATIVELAND ASIA Mumbai, INDIA |
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 |
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.
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.
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.