Creativeland Asia’s new Frooti campaign attempts an Integrated route

Creativeland Asia has created a series of ads for Parle Agro’s Frooti, which will be breaking on air on Monday April 27. In a departure from a typical 30 second spot with a storyline or a narrative, the ads capture people’s reaction to giant sized props in the form of mangoes which suddenly appear on the streets, rolling down from above a slope. In most cases, the mangoes seem to be chasing the people on the streets and the video captures their reaction to the charging mango.

 

Billed as an integrated campaign which will involve a live outdoor stunt,  on-ground activities, a direct marketing campaign, word of mouth buzz and television spots, besides viral videos, the campaign titled ‘Juicy Mango  Surprise Project’ will be repeated across 12 metros and mini metros across the country in malls, schools, colleges and popular youth hang-outs. In the videos, the people who have been played a prank on, are greeted by a Frooti undercover agenct who will explain the idea behind the stunt and hand them a complementary bottle of Frooti. 

 

Explaining the idea behind the campaign, Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia said, “We started off with trying to think of the various ways in which we could own the word 'mango.'The idea was to surprise people with a real big mango when they least expected it. Strategic locations were rigged with eight hidden cameras. Four to nine feet tall mangoes were created from silicon and organic pulp. They were dropped from trees and rolled down sloping roads to the surprise of unsuspecting passersby.”

 

Adds Nadia Chauhan, joint managing director and CMO, Parle Agro said, “Frooti is a fresh and juicey take on mangoes. This year we have focused more on the real mango aspect in a sort of fun ‘why grow up’ way. I’m sure our fans will find this way of emphasizing real mango more entertaining and they will enjoy watching the adverts as much as the enjoy drinking Frooti.”

 

The first seven films that have been shot in this series have been directed by Prakash Varma of Nirvana films.  Varma added, “This is one of the toughest assignments we were doing. We had no script so we would make things up as we sent along. We had no actors so we would just look at people form hidden cameras and intuitively decide on them as we had no clue how people were going to react to this big mango.”

 

Added Kurup, “Although TV remains the lead medium, the campaign has the potential to engage consumers into creating user generated content around this theme. It’s the first time that we have attempted in executing such an idea, which will then seamlessly integrate into various executions across different media.”

 

Watch the spots here.