MUMBAI: Parle Agro recently announced the launch of Frooti Fizz, an extension of its flagship brand Frooti. The launch is supported by an integrated communication campaign #FrootiGoFizzy, exuberating its playful characteristics. Frooti Fizz seeks to refresh the category it created, of fruit plus fizz drinks in 2005.

The commercial, conceptualised jointly by S&W based in New York, produced by Hornet Inc., New York, directed by Clim, will go live on 1 April on TV. The music for the campaign is directed by Amit Trivedi.

The product and the campaign will connect to the young consumers who are looking for alternatives to synthetic drinks and are gravitating towards healthier options like fruit based drinks. The #FrootiGoFizzy campaign will move forward the expansion of Parle Agro’s fizz portfolio by creating an offering to the large set of Mango drink consumers with Frooti Fizz. 

The campaign builds an elevation in the level of fun of one’s’ life with its bubbly experience conveying how Frooti Fizz is different, with a unique combination of mango and fizz together. The campaign, conceptualised by Sameister & Walsh, includes a new TVC for its mass reach. Along with television, the campaign will include high impact outdoor, print and strong digital campaigns set in a world of optical illusions, targeting the brands core target audience. 

To further fuel the growth for the brand, Frooti Fizz will also be a part of the largest on-air property, the Indian Premier League, coming on board as an associate on-air sponsor.

The campaign will also see focus on radio and cinema along with on-ground activations bringing out the spirit of the super cool, playful and fresh feel of the brand in all possible ways. Alia Bhatt’s, recently announced as the brand ambassador, palpable energy and bubbly persona in the campaign is a perfect representation of the young and trendy generation and will help amplify the playful quotient of Frooti Fizz.

Parle Agro JMT Joint and CMO Nadia Chauhan said, “We are confident that the power of both Frooti & Fizz in one brand, coupled with the aggressive marketing strategy for #FrootiGoFizzy, will be impactful for the brand growth and help us grow this category."

Sagmeister & Walsh partner Jessica Walsh said, "The goal with the new branding we created was to merge the two visual languages from the existing brands so the consumer would feel the familiarity while also recognising it's a fresh new evolution of these beloved brands. We chose to work with Alia Bhatt as the brand ambassador as she's fun, funky, fresh and full of energy."

Bhatt said, “I had an amazing experience and tremendous fun being a part of it. #FrootiGoFizzy is a quirky campaign & all about just having a whole lot more fun in life.”

Director Clim said, “The gift of creative freedom is something you don’t normally see much of in the commercial world. Collaborating with creative minds like Jessica. Nadia, Zak Mulligan (Director of Photography), the powerhouse that is Alia, and our amazingly talented and diverse crew was something unique."