Parle Agro, the largest Indian beverage manufacturer, announced the launch of the new #TheFrootiLife campaign for Summer 2018 and has taken a hyperlocal marketing strategy with various initiatives that are specifically targeted towards different regions of the country.
The new strategy and campaign has been crafted as Frooti prepares to achieve higher growth rates and capture a bigger market share this year, consolidating its position as a dominant player in the Fruit Flavoured Still Drink category.
The Rs. 1800 crore brand today holds a significant market share in the Mango Drink category and is aiming to build better salience for its brand across India. Its campaign will feature two separate commercials; one featuring Bollywood’s favorite Alia Bhatt and the second with Tollywood superstar Allu Arjun. This will be the first time that Frooti will be unveiling a region-specific commercial, specially catering to south India.
In 2015, Frooti introduced its consumers to #TheFrootiLife, a surreal world where magical things can happen and, in 2018, with the third #TheFrootiLife campaign, the brand will further immerse its fans into #TheFrootiLife where living the usual, mundane life is given a go-by in order to live a fun-filled life where anything is possible.
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