Results and Effectiveness

The Frooti Slam Bam became one of the most talked about campaigns in India with earned PR worth Rs. 15 million generated across 35 publications & channels. The Frooti website recorded 450000 likes about 1.6 million Page Impressions. Over 50,000 pictures were uploaded onto the site. Within 2 months, the Facebook fan-base reached 101,084. The Crazy Mango Fun games were played over 2 million times. And most importantly Frooti sales increased by 112.5 million packs, a whopping 18% over the previous year's sales of 625 million packs.

Creative Execution

We created a full-fledged mango-themed reality game show called Mango Slam Bam where consumers can interact and get a first-hand experience of the child like fun that mango and Frooti stand for. The first task of the reality game-show was conceptualizing the games. Next, we auditioned contestants between the age group of 15 to 60 years. Finally, over 150 shortlisted contestants participated in the gameshow called Mango Slam Bam, which lasted for seven days. At the end of each day, the winner was crowned the Mango King or Queen and awarded a grand prize along with a Frooti hamper. We captured the wild and crazy moments and used this footage as branded entertainment. This also became the content for over 30 TVCs, online videos and games.

Insights, Strategy and the Idea

To create an engaging campaign that brings alive the mischief and child-like fun that India's largest selling mango drink, Frooti has been synonymous with for over 25 years.