AdzEdge establishes OOH connect for Frooti across 20 cities 
Dec 03, 2012
Aarti Chhabra, New Delhi

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With the country in the grip of the festival season, marketers, advertisers and different media players have upped the ante to woo customers. True to the spirit of Diwali, Parle Agro Ltd. embarked on an extensive outdoor campaign to promote its popular mango drink, Frooti. The campaign is executed by AdzEdge.

The three week long campaign has been rolled out in Mumbai, Delhi, Chennai, Bangalore, Ahmedabad, Hyderabad, Pune, Nagpur, Gurgaon, Noida, Mysore, Vijayawada, Surat, Indore, Bhopal, Goa, Cochin, Lucknow, Jaipur and Patna.

The objective of the Frooti campaign was to have a wide choice of outdoor media across all the cities and AdzEdge team identified relevant locations across the cities that met the brand's objectives and executed it accordingly. The campaign required extensive research on the penetration level to identify the target areas to reach out to the maximum spread and hence make the brand ‘Frooti’ omnipresent during this diwali.

As the AdzEdge team had a wide choice of outdoor media to choose from
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the team researched and planned the perfect media mix for the campaign which included prominent billboards across major locations in the cities, bus shelters, flag signs and metro pillar branding creating several effective touch points to attain maximum reach, top of mind recall and strengthen the brand image.


Additionally, a cut-out of mango had been installed on the billboards to create added attraction and garner extra eyeballs.

Commenting on the campaign, Anirban Ghosh, Senior Vice President, AdzEdge, said, "It is a great honour for us to get this opportunity and this is the second outdoor campaign that we have executed for Parle Agro Ltd. for their flagship brand and one of the highest selling mango drinks in our country – Frooti."
He further added, "From the strategy and planning point of view, it was a sheer challenge for us to deliver the best possible solution for a brand which is already very well known in the country and one of the highest selling in the mango drink segment. We knew that right from the strategy, planning and execution etc. had to be very specific to get that extra mileage which needed to be achieved for the brand in the festive season. By executing the campaign seamlessly within a stipulated time frame at all the locations, we have delighted our client once again."

"AdzEdge, always believes in going that extra mile to act as a partner with all our prestigious clients, execute the campaigns on time every time and most importantly feel for the brands that we work for. These simple work principles have given us hundred percent retention of all our clients since inception and we hope to continue the same trend in future as well," concluded Ghosh.

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