Gulp. What is happening with Frooti? From ‘Digen Verma’ to ‘India has changed’ (with several others in between) it has seen so many thematic changes in communication. The latest one is sure to generate buzz.
Frooti has always had a perception problem of being seen as a kiddie drink. It was only available in Tetra Pak initially and that perhaps triggered the perception. By making it available in bottles and trying to appeal to the youth, Parle Agro is trying out several options. While Digen Verma created expectations (way back in 2001) it is believed that the launch activity did not live up to the expectations of the teaser ads. What happened in between is hazy for me. Last year they attempted to capture popular sentiment by saying that while India has changed, Frooti hasn’t. Simply because it has been around for some time, Frooti could have claimed that. For me, a fruit drink linking itself with a changing India was a bit hollow. And attempting to connect with the youth this way was a bit preachy. And they tried to straddle all age groups by going the montage way.
This year’s film is a departure in not showing kids. It’s a montage alright but is based on a real observation: people do tend to slurp on their drinks, specially those in a Tetra Pak. The ad engaged me on first view. But questions remain: is this the right communication for the brand?wasn’t it a bit dragging? Why restrict the signature ‘Mango Frooti, fresh and juicy’ to a musical note? Of the various attempts to appeal to adults, ‘Why grow up?’ is the most head on approach – as if to say that it is OK to have Frooti, even if you are an adult. Overall, it is a quirky and even bold approach. Will it work like how the Cadbury’s cricket film did? Have they got it right this time? Do comment.