My first reaction on seeing the new work on Frooti was, ‘Wow, here’s an interesting idea!’. Sometimes, interesting is also used as a response to work you don’t like, but this was not that kind of ‘interesting’. I think it is a bold idea and the attempt to do something different in the category must be applauded. Kudos to both Creativeland Asia and Nirvana Films.
Having seen only the first (‘Sidewalk’) film, I had wondered if fatigue would set in fast in this campaign (after all, once you know that a giant mango is going to fall down from a tree, how often can you watch it?) but the creator of the campaign thought I was over-analyzing. Judging by the comments over at Campaign India, industry folks seem to like it overall, though some experts feel this campaign doesn’t contain an insight and may not cut ice with Indians. I think the reactions of the onlookers would provide the repeat value – the equivalent of a twist or that unique expression in a regular, story-line commercial. I tend to agree on the canned laughter bit – we are so used to hearing them on totally unfunny serials and Laughter Shows that we associate it with unfunny stuff. It’s as if the makers are urging, almost pleading with you to laugh. Laughter on the other hand works best when it’s spontaneous, a response to the right stimulus. Oh god, maybe I am analyzing it too much.
The campaign strengthens Froot’is mango association, will it sell more Frootis?