Parle Agro enters malt flavour category with B-Fizz; gets Priyanka Chopra Jonas for launch

Parle Agro has announced the launch of B-Fizz, a malt flavoured carbonated drink with apple juice.

 

For the launch, Priyanka Chopra Jonas (national) and Jr NTR (south India) have been appointed as brand ambassadors. The duo appear in a film each that has been conceptualised by &Walsh which shows them open a bottle of B-Fizz and get mesmerised by the fizz and bubbles. 

Nadia Chauhan, joint managing director and CMO, Parle Agro, said, “ B-Fizz is an extension of Appy Fizz; both are sparkling apple juice based beverages, with the exception that B-Fizz is malt flavoured as well. Priyanka fits extremely well with our new product as her bold, distinct and vivacious characteristics represent the core qualities of our brand—bold, edgy and unique. Parle Agro is always at the forefront of elevating experiences for its consumers. We love to push boundaries and constantly strive to introduce consumers to taste and experiences that increase excitement and B-Fizz does just that."

 

She added, "We have been extremely particular about our Rs. 10 price point that’s unmatched in the market. This dominance will not only help scale up our robust distribution efforts post the lockdown, but also ensure B-Fizz is accessible to a larger audience. Our soft launch has already received positive feedback and we are extremely eager to create maximum impact with B-Fizz across markets.”  

 

Parle Agro is making marketing investments of Rs 40 crores for the brand and along with the film the campaign will be spread across print, OOH, mobile and digital activations. B-Fizz will also be the sponsor for select television properties. The campaign will also be promoted across the IPL on Hotstar and YouTube. 

 

CREDITS:

 

Creative agency: &Walsh

Creative director: Jessica Walsh

Concept and direction: John Poliquin

Production company: Superlounge, LLC

Post production co: Scissor Films