Parle Agro Unveils Exciting OOH Campaign to Promote Frooti

As the festive season dawns upon India, Parle Agro has introduced a bold and extensive Out-of-Home (OOH) campaign, placing its beloved mango drink, Frooti, in the limelight.

The primary objective is crystal clear: to attain widespread brand visibility during the festive period and solidify Frooti's presence in India's major celebratory occasions.

This campaign signifies a significant departure from Parle Agro's usual strategy, marking the first time in five years that they have launched such a massive outdoor media blitz for Frooti during the festive season. Frooti now commands prominent positions in key cities throughout India, adopting a creative approach that weaves compelling narratives through outdoor advertising. This innovative tactic seeks to engage audiences by immersing them in a storyline as refreshing as a sip of their iconic mango beverage.

Parle Agro has crafted dynamic content for Digital Out-of-Home (DOOH), effectively breaking through the advertising clutter to make a substantial impact. The timing is impeccable, aligning seamlessly with the ongoing festive enthusiasm. The brand has meticulously synchronized its media deployment and campaign messaging with various regional festivals, ensuring a harmonious connection with the essence of each celebration.

A standout moment was observed during Mumbai's Ganpati Visarjan, where Parle Agro tailored Frooti ads to bid adieu to Lord Ganesha. These heartfelt messages were strategically placed at key locations such as Juhu Chowpatty and Marine Drive, symbolizing the farewell to the idols as they merged into the sea, becoming an integral part of the Ganpati festivities. This marked the first instance of a brand employing Digital Out-of-Home (DOOH) advertising in such a unique and impactful manner.

This initiative seeks to rekindle the enduring association between Frooti and festive revelries.

Frooti's dynamic visuals, featuring brand ambassadors Alia Bhatt and Ram Charan, adorn prominent positions in corporate hubs, media sites, and residential neighborhoods across key Indian markets. Considering the festive season and the lineup of popular movies, plans are underway for DOOH advertising within INOX and PVR theaters.

Nadia Chauhan, Joint Managing Director & CMO of Parle Agro, remarked on their OOH campaign, saying, “This year, our creative approach revolutionizes storytelling. We’re transforming outdoor advertising into a narrative art form that captivates and immerses our audiences. We’re pushing the boundaries for Frooti during the festive season by doing things that have never been done before. With this disruptive Out-of-Home campaign, we aim to capture the spirit of celebration and share it with the people of India."

Dipankar Sanyal, CEO of Platinum Outdoor and Madison Retail Paradigm (MRP), added, “Parle Agro outdoor campaigns take over the streets of India. The campaigns embody what Parle Agro eschews as a brand – innovative, forward-looking, stylish, aggressive, experimental yet connected with every stratum of the consumer base. We manage to bring vigor and newness to each campaign with an ideal choice of media, locations, touchpoints. All this is married to data and Madison proprietary tools to reach consumers and deliver effectiveness. Being associated with Parle Agro and part of the journey is a matter of pride and honor for Platinum Outdoor.”