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Parle Agro partners Posterscope for Frooti’s OOH campaign

MUMBAI: When Parle Agro decided to introduce a new visual identity for its legendary mango drink ‘Frooti’, it vested the responsibility with Posterscope India for its out-of-home communication.

Since this is a turning point for brand Frooti, which is moving away from its traditional image, the idea was to showcase the new Frooti in a fresh, exciting and playful manner. It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design.

The new campaign is designed to be impactful with bold graphics and vibrant colours, wherein the communications focus on the visuals of the new packs that are depicted to be larger-than-life.

Parle Agro JMD and CMO Nadia Chauhan said, “We are employing a differentiated marketing strategy with the entire brand revamp and new positioning for Frooti. With our new campaign, we want to make the brand relevant and appealing to consumers across generations and build higher aspirational values around it.”

The task put forth by the Parle Agro Team to Posterscope India was to create a buzz about the brand’s new look to leave an impression on the consumer’s mind to support and boost its on-ground visibility.

Posterscope conceptualised and created an outdoor implementation strategy for Frooti and delivered month-long visibility to the brand across over 100 markets pan India to address the objective of establishing Frooti as a leader and as the voice of authority in its category.

Posterscope APAC regional director Haresh Nayak stated, “We are glad to be associated with the brand-revamping exercise of Frooti ensuring the creating of high impact visibility with the wide spread outdoor campaign.”

The agency used its research study Outdoor Consumer Survey (OCS), to effectively target consumers wherein it identified the most relevant touch-points and high footfall locations across market segments.

Further, with the help of its proprietary ‘Prism’ suite of tools, Posterscope created a mix of impact, reach, frequency and intrigue by using a combination of large and small format media units. It saw media placement at key high traffic locations, arterial roads, congregation points, product consumption locations, hangout places and transit places. While the largeness was provided through billboards, the differentiation was created by the media mix that encapsulated over 20 different outdoor media formats including street furniture and transit media.

Posterscope also created media clusters wherein, a combination of multiple media touch points were rolled-out within close proximity to create ‘The Frooti Life Zone’.

The challenge for the Posterscope team was to get the campaign live almost simultaneously across a geographical spread of metros, state capitals, tier 1 and tier 2 towns, tourist locations and national highways.