In a surprising move Frooti, the mango drink from Parle has roped in none other than Shah Rukh Khan as the celebrity endorser. The brand has also brought back the classic tagline " Fresh N Juicy".
Watch the ad here : SRK Frooti
SRK will bring in the boost that the brand needs this summer. The brand owners over the last few seasons were seriously pushing the brand to make it more relevant amidst the clutter. Over the last few years, the brand has been targeting the new generation through some clutter-breaking campaign.
There is no need to say that SRK will take the brand back to the limelight. The agency should be credited in making the ad fresh and interesting.
For a brand like Frooti , the challenge is not to build awareness but keep the consumer interested in the brand. Brands like Frooti which was launched in 1984 enjoys tremendous recall and recognition. But over these years, consumers can lose interest in the brand due to various reasons. For a brand which is more than 22 years old, staying relevant and interesting is a herculean task. Since there is limited scope of innovation in the product-front, the only scope for innovation is in the promotion.
This time around, Frooti was able to keep the interest level really high .
Related Brand
Frooti - Fresh N Juicy
yes i totally agree with the point on how difficult it is to stay relevant even after 22 years (may be frooti can take a few lessons form Maggie on that), but should frooti have roped in some one younger for this task is the question.
ReplyDeletealso with the new slice ad taking on every other mango drink ( the other bottle resembles frooti, which means it is taking frooti head-on) has Katrina Kaif, so may be some one younger than SRK might have brought some mileage and consistency to the brand.
The question of roping in SRK by default is perceived correct.
ReplyDeleteBut honestly, a well-known brand like Frooti with its characteristics as such doesn't connect easily with SRK i feel. May be young, energetic, fresh face with certain mischievous attitude would have worked better.
Harsh
It's a way of marketing the product. Having several options are disposal none can choose one with a guaranteed success. They think that associating their brand with any celebrity would increase the sales then it is indeed a correct decision.
ReplyDeleteThanks for the news.
Johny
Make Money Online
Thanks for wonderful info..
ReplyDeleteSome brands need good characters to market their products and i think Frooti is not very popular brand so their selection for ad is good move.
ReplyDeleteactually it is a decent move...the thing which actually matters is the amount of crowd the celeb can pull and not the alingnment of his age,energy etc to the brand
ReplyDeleteKIDD