The #FeelTheFizz media campaign to have a budget of Rs. 100 Cr. for 2018
Parle Agro, the largest Indian beverage manufacturer today announced the launch of its new #FeelTheFizz marketing campaign for brand Appy Fizz with a budget of Rs. 100 Cr. This will be the first campaign for the brand featuring its new brand ambassador Salman Khan.
The new campaign builds on the need for the brand consumers to “Own Their Fizz” by being bold, confident just like Appy Fizz and is targeted towards the youth across India.
The aggressive campaign is part of the overall strategy of the organization targeting Rs. 5,000 Cr. brand turnover by end 2018 as well as building the Fruit plus Fizz category to Rs. 4,000 Cr. over the coming years.
With Appy Fizz, Parle Agro’s fastest growing brand, the organization is looking to step up its foothold in the Indian beverage space and continue to be the leader in its sub-category. The new #FeelTheFizz campaign with the addition of Salman Khan as the face of the brand is directed towards ensuring the continuous growth momentum of the brand in order to further leverage consumers changing habits as they move away from synthetic aerated drinks. Salman Khan was selected to be the face of the brand owing to his stylish, macho and magnetic attitude being a seamless fit for Appy Fizz’s bold and edgy persona.
The Rs. 650 crore brand has been a market leader in the category of fruit + fizz drinks and 2018 will see one of the largest marketing budget allocated to the brand since its launch aiming to further strengthen the brands connect with millions of consumers across India.
Speaking on the new campaign, Ms. Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said, “With the new #FeelTheFizz campaign, the target is to further increase the double digit growth Appy Fizz has been consistently seeing over the past few years while solidifying it as the leader of the Fruit plus Fizz category. Salman Khan as the face of the brand plays a critical role in achieving the aggressive vision we have set out for the brand and the category it created. Driving scale in distribution, recall and preference are the key brand objectives for the brand in 2018.”
Speaking about this collaboration, Salman Khan said, “The new campaign for Appy Fizz is as exciting as it gets. I am sure the product and the new #FeelTheFizz campaign will surely resonate with all my fans.”
TVC Credits:
Concept & Direction: Morgan Harary
Production: 1st Ave. Machine
Line Production: Ransom Films
Creative Agency: Sagmeister & Walsh
Creative Director: Jessica Walsh
Music: Amit Trivedi