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    Frooti - Digen Verma Campaign

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    Aarthi Padmanabhan
    The document discusses Parle Agro's re-launch strategy for their mango drink Frooti, which included an unusual promotional teaser campaign revolving around a mysterious faceless character named Digen Verma. Sales of Frooti had been declining, so Parle Agro aimed to reposition it as a fun drink for youth. The teaser campaign generated enormous public interest and speculation about Digen Verma's identity. It was successful in raising awareness, though some questioned if it could directly increase sales. The full campaign launch revealed Digen Verma as a representation of rebellious youth that Frooti hoped to target with its new positioning.

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    Frooti - Digen Verma Campaign

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    Aarthi Padmanabhan
    347 views3 pages
    The document discusses Parle Agro's re-launch strategy for their mango drink Frooti, which included an unusual promotional teaser campaign revolving around a mysterious faceless character named Digen Verma. Sales of Frooti had been declining, so Parle Agro aimed to reposition it as a fun drink for youth. The teaser campaign generated enormous public interest and speculation about Digen Verma's identity. It was successful in raising awareness, though some questioned if it could directly increase sales. The full campaign launch revealed Digen Verma as a representation of rebellious youth that Frooti hoped to target with its new positioning.

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    The document discusses Parle Agro's re-launch strategy for their mango drink Frooti, which included an unusual promotional teaser campaign revolving around a mysterious faceless character named Digen Verma. Sales of Frooti had been declining, so Parle Agro aimed to reposition it as a fun drink for youth. The teaser campaign generated enormous public interest and speculation about Digen Verma's identity. It was successful in raising awareness, though some questioned if it could directly increase sales. The full campaign launch revealed Digen Verma as a representation of rebellious youth that Frooti hoped to target with its new positioning.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    347 views3 pages

    Frooti - Digen Verma Campaign

    Uploaded by

    Aarthi Padmanabhan
    The document discusses Parle Agro's re-launch strategy for their mango drink Frooti, which included an unusual promotional teaser campaign revolving around a mysterious faceless character named Digen Verma. Sales of Frooti had been declining, so Parle Agro aimed to reposition it as a fun drink for youth. The teaser campaign generated enormous public interest and speculation about Digen Verma's identity. It was successful in raising awareness, though some questioned if it could directly increase sales. The full campaign launch revealed Digen Verma as a representation of rebellious youth that Frooti hoped to target with its new positioning.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Case Details:

    Case Code Case Length Period Pub Date Teaching Note Organization Industry Countries : : : : : : : : MKTG005 5 Pages 2000-2001 2001 Available Parle Agro Food, Beverages & Tobacco India

    Price:
    For delivery in electronic format: Rs. 200; For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges

    Themes
    Advertising and Promotion

    Abstract:
    The case 'Relaunch of Frooti-The 'Digen Verma' campaign' analyses the re-launch strategy adopted by Parle Agro for 'Frooti' and the promotional campaign run by it. The case discusses Parle's teaser campaign which was unusual in that it revolved around a faceless person named 'Digen Verma' ' Frooti' was the first tetrapak fruit juice to be launched in India. However, owing to stagnating sales, Parle Agro planned to relaunch 'Frooti' by positioning it as fun drink for the youth. As a part of the strategy, it launched a teaser campaign. This teaser campaign revolved round a faceless brand ambassador who was positioned as someone whom the youth could relate to. The teaser campaign evoked enormous public interest. As a part of the re-launch strategy, the packaging of the product was also changed and the baseline changed to 'Just like that.'

    Issues:
    Promotional Campaign, Teaser Campaign, Re-launch Strategy

    Contents:
    Page No. 1 2 2 4

    Who is Digen Verma? 'Frooti' faltering? Campaign Tale Can Digen Verma Generate Sales?

    Keywords:
    Relaunch of Frooti-The 'Digen Verma, re-launch, strategy, Parle Agro, Frooti, promotional campaign, teaser campaign, Digen Verma, tetrapak fruit juice, stagnating sales, Frooti, ambassador, positioned, enormous public interest, packaging, baseline, Just like that Our aim was to create hype around the product, so we introduced a mysterious character called 'Digen Verma.' As our target audience is the youth segment, we wanted to showcase their rebellious spirit through Digen Verma." - Ram Sehgal, MD, Everest Integrated Communications. "Frooti has always been positioned as a drink for kids. Now, we want to position it as a drink for the youth, especially, the college-going teenagers. We therefore went in for a real life, down-to-earth person, who, like any college student likes to bunk classes, is a good sportsman and is a popular figure in the college, with whom the teenagers can actually associate themselves." - Alka Bhonsle, Management Consultant, Parle Agrochemicals.

    Who is Digen Verma?


    There was no getting away from him. A poster at a bus stop in Chennai asked, Will Digen Verma be in the next bus? Or, when watching a movie; there was bound to be an interruption all of a sudden with a handwritten message saying, 'Digen, your car is being towed'. And, outside in the car park, almost all the cars had stickers on them saying, 'Digen Verma was here.' In many commercial places in metros and even far off places like Simla, there were footmarks accompanied by the mysterious words 'Digen Verma was here' pasted. There were rumours galore about 'Digen Verma' and his identity. Some thought it was a campaign for the launch of some new fashion label, while others thought Digen Verma he was a philanthropist. The enigma called 'Digen Verma' was everywhere, in buses, film halls, colleges, cyber cafes and shopping malls. 'JUST who is Digen Verma?' That's what the nation seemed to be have been wanting to know. In the 15 days that the campaign lasted in (February 2001), Digen Verma seemed to have become the most talked about faceless name in the country. The 'Digen Verma' promotion campaign was one of the most interesting and innovative teaser campaigns ever made in India. Designed and executed by Everest Integrated Communications (Everest), it was a series of teaser campaigns launched by Parle Agrochemicals1 for its mango drink Frooti, which aroused the curiosity of the public, especially teenagers. The campaign seemed to have been successful in evoking tremendous interest...

    Frooti' faltering?
    'Frooti' was launched by Parle Agro in 1984. It was the first tetrapak drink to be introduced in the Indian market. By 2000, Frooti had a majority market share of the Rs. 300 crore tetrapak fruit drink market. However analysts felt that this 16-yearold brand had been losing its appeal over the years. The brand, which scored a 100 on product likability and quality and a 95 on product recall, had dropped in the top-of-the-mind ranking to 60, from 95 two years ago. The sales of 'Frooti' also had dropped over the years. The situation worsened with the increase in competition. In addition to the threat it faced from soft drinks marketers, Frooti' witnessed heightened competition in its own segment tetrapak fruit drinks and juices. With pressure mounting from all sides, Parle Agro was forced to rethink its strategy...

    Campaign Tale
    The youth segment, which 'Frooti' targeted, was extremely difficult to break into partly because of the perception that 'Frooti' was a kids drink and partly because of the hold that competitors had already established over the market. By targeting the youth, 'Frooti' would be in direct competition

    with the Cola MNCs (Pepsi and Coca-Cola) which were immensely popular, not to mention other tetrapak fruit drinks and all the other beverages targeted at the youth. The relaunch strategy for 'Frooti' therefore focussed on the one hand on breaking the image which the youth associated 'Frooti' with and on the other on convincing the youth that it was a better alternative than the colas. Said, Prakash Chauhan, MD, Parle, For some reason, a soft drink in tetrapak is perceived as one meant for children...

    Can Digen Verma Generate Sales?


    The 'Digen Verma' campaign seemed to have been very successful in terms of the interest it generated. For Rs. 30 million spent on it, the customer awareness it was likely to capture for 'Frooti' seemed quite phenomenal. Though the campaign had been successful in generating interest, some analysts were skeptical about whether a campaign could actually generate sales...

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