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Mar, 31 2016

Parle adds twist in Frooti with bold design and enhanced recipe

The brand makeover that began in 2015 continues to reinvent and innovate for the discerning consumer.

The flagship brand of Parle Agro- Frooti has launched its new television campaign featuring the King of Bollywood Shah Rukh Khan.

The ad campaign is an extension of the new game-changing visual identity given to Frooti last year with bold packaging design and enhanced recipe that everyone loves.

“At Parle Agro we have a long history in bringing forth unique offerings. With this campaign, we are motivating people to go further and to take action by choosing #TheFrootiLife. Shah Rukh Khan‘s charm is endearing and fits in with the brand’s new ethos, which is bold and contemporary yet is innocently naughty and has a sense of familiarity. We aim to give the consumer a peep inside the Frooti life where anything and everything could happen,” shared Nadia Chauhan, JMD & CMO, Parle Agro Pvt. Ltd.

The teaser for this advertisement that launched early last week created curiosity and showed Shah Rukh moving towards a door with ‘Life’ written on it. What’s behind the magical Frooti Life door is unveiled and takes the viewer into a surreal world.

This year’s campaign brings the concept of this surreal world directly to the consumers, elaborating on the difference between a normal life and The Frooti Life. The new campaign begins with Shah Rukh Khan climbing steps to push open a mysterious grey door marked ‘Life.’ Inside, grey-clad office-drone types chant "chase the mango, choos the mango."

Shah Rukh Khan closes the door to find a giggling kid dressed like a monk show up with a vial.

The Frooti Life is a celebration for those who choose their own path and live life on their own terms. The brand has strived to remain inventive and creative throughout with a marketing strategy that borders on the unconventional. 

Frooti has always been way ahead of its time since its inception in 1985. Be it the launch of the first ever Tetra Pak, PET bottles, TCA triangular packs or Bottle Packs, it has always strived to remain relevant to the youth. The brand makeover that began in 2015 continues to reinvent and innovate for the discerning consumer.

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