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Parle Agro’s Appy Fizz brings Priyanka Chopra on board
MUMBAI: After a decade since its inception, Parle Agro’s Appy Fizz has been repositioned as a very bold, memorable and a cult brand. The invigorated brand identity aims to showcases it in a far more edgy and intriguing personality. The brand has also associated with actress Priyanka Chopra as its new brand ambassador who fittingly comes on board, highlighting the brand values of the new Appy Fizz.
The new image is personified with a new campaign imbibing the values of being mysterious and intriguing exuberating confidence and the right attitude which is highlighted in its visual identity, communication and packaging design. The evolution aims to make it more contemporary and solid and help the brand scale itself to the next level.
About Rs 70 crore (Rs 700 million) is being invested across a strategic mix of media vehicles with television playing the lead medium for the campaign with an aggressive focus on digital marketing. The campaign will be supported by outdoor, print and a cinema plan.
Parle Agro joint MD, CMO Nadia Chauhan said, “Today consumers are increasingly becoming conscious of what they are consuming and Appy Fizz has always maintained an aspirational imagery. Keeping this in mind, we have repositioned the brand to up its attitude and become edgier, bolder and sexier! Priyanka as a brand ambassador seamlessly fits this persona. We strongly believe that this collaboration and the new look of Appy Fizz will help reinforce the drink’s command and remain a leader in what will be an approximately 3000cr fruit-based carbonated category in five years.”
Taking dramatic elements to create a bold, adventurous commercial that would perk interest amongst anyone, Priyanka draws parallels to the new avatar of Appy Fizz, a bold, edgy and intriguing drink, imbibing the attributes of today’s youth. When combined with the bold red, black and white colors that the brand already held equity in, these “fizzing” circles create a memorable visual language which is being utilised over many platforms giving the 360 degree campaign an easy recall value.
In the new television commercial, Chopra is seen willing to take bold, adventurous actions in order to stand out from the crowd. With a confident attitude she asserts how she would like things to be. While shooting a regular, lackluster advertisement, she decides to take things into her own hands and tells everyone what really goes in making a good advertisement.
Creative agency, Sagmeister And Walshcame came onboard for the new Appy Fizz TVC campaign. The brand has strived to remain bold and unconventional with out-of-the-box marketing and creative strategies. The television commercial was directed by Julien Vallee& Eve Duhamel and produced by Mathieu Dumont of Sailor Production. The music was developed by one of Bollywood’s best, Amit Trivedi.
“The new campaign for Appy Fizz visualizes carbonated bubbles through different sized circles which come to life through animation in digital and TVC platforms. We worked with Priyanka Chopra for the TVC to create a bold and visually memorable film for Appy Fizz. In the TVC Priyanka “sheds” the sweeter image of the brands past for a new, bold, sexier attitude that the brand will hold in campaigns moving forward,” said Sagmeister And Walsh partner Jessica Walsh.