OWN YOUR FIZZ

TitleOWN YOUR FIZZ
BrandPARLE AGRO - APPY FIZZ
Product / ServiceAPPY FIZZ
CategoryE05. Influencer / Talent
EntrantDIGITAS Mumbai, INDIA
Idea Creation DIGITAS Mumbai, INDIA
Production DIGITAS Mumbai, INDIA

Credits

Name Company Position
Mark Mcdonald Digitas India Executive Vice President and Head of Creative
Sakshi Arora Digitas India Associate Vice President - Strategy
Siddhi Desai Digitas India Creative Director
Akanksha Bhatia Digitas India Creative Lead
Shraddha Rao Digitas India Copywriter
Ramona Pinto Digitas India Senior Associate - Copywriter
Shaimak Chhapger Digitas India Designer
Harsh Shroff Digitas India Account Director
Riddhi Gandhi Digitas India Account Manager

Background

Situation: 2018 was time for the next chapter: introduction of a new brand ambassador: Bollywood icon Salman Khan, and the evolution of the ‘Feel The FIZZ’. We spotted massive potential to resonate with our audience – young Indians who wanted to show case their individuality and live life on their own terms. We put together a recipe to serve major FIZZ with our brand ambassador, influencers on our social media channels. Brief - To establish Salman Khan and #OwnYourFIZZ Objectives: To launch our new brand ambassador – the Bollywood icon – Salman Khan.

Describe the creative idea

• We created assets that communicated our idea of owning your FIZZ via Facebook, Instagram stories, Instagram feed, and Twitter. • We collaborated with 4 Indians who became overnight sensations by embracing their quirks, and they helped us spread the word among their fans and followers to Own Their FIZZ.

Describe the strategy

While Appy FIZZ called for living life on your terms, we wanted to make sure that the narrative was distinct from all the other youth brands advocating the same message. We invited the whole of India to Own Their FIZZ by showcasing their quirks in the best possible manner; anything that makes them unique and helps them go viral. Taking this ahead, along with Salman Khan, we also collaborated with Indians who are internet sensations and have strong-shared values with Appy FIZZ. We created a campaign that turned Appy FIZZ’s social media platforms into a stage that celebrates originality and unique quirks. This campaign had a domino effect; we had many others join the celebration of FIZZ Day with us on 8th December 2018.

Describe the execution

Implementation: What does it take to stand out in a crowd this big? Something that makes you unique - Your FIZZ. We asked everyone to ‘Own Their FIZZ’ by throwing a challenge to share their original style, post it on social media and go viral. We kick-started with a clarion call on social media with 4 Indians who had made it big by just staying true to their flavour. We gave away 1500 Limited edition hampers with Salman Khan’s iconic outfit with the help of Influencers who styled the outfit to reflect their Fizz and invited our audience to join us in our brand colours. By being one of the top trending campaigns on FIZZ Day, we got an entire country to #OwnTheirFIZZ.

List the results

Reach: 21.2M Mentions: 1487 Engagement: 6.4M Impressions: 30.8M

Links

Social Media URL