Integrated: The Frooti life
By Malay Desai From: Saigmeister & Walsh, New York Parle Agro’s mango drink Frooti has revamped its visual identity and unveiled it in a new campaign. While retaining its yellow theme, it has introduced bold, bright colours and a block typeface. Its film uses stop-motion animation and shows miniature figures trying to lift a life-size mango off the ground. When many attempts fail, a figure of a man in a white tee and denims appears and sings what seems to be the campaign’s new jingle, ‘Suckita-Lickita,’ managing to make the mango rise and pour itself into a bottle of Frooti. The ambassador Shah Rukh Khan is later shown picking up the bottle and sipping from it. The campaign has been adapted for social and outdoor media. Do we Like? Two summers ago, ParleAgro’sflagship mango drink Frootialongwith new ambassador Shah Rukh Khan trumped the ad battle with a fresh spot that beat even Katrina Kaif’ssultry work for Pepsi’s Slice. Now with the scorching heat already beating down our necks, Frooti has a new agency,bolder colours, the iconic jingle’s paused and the hero is bigger than even SRK. Changing the visual identity is a risky job, especially if the brand is a much-loved beverage attached with nostalgia. The NY-based graphic design studio has done well though, and if blogs are to be believed, its lead pair was influenced by Mumbai’schaotic ad-scape and decided to break the clutter. It’s easy to suspect a Western hangover(there’s even an elephant and an auto rickshaw in the imagery, what next, a snake-charmer, one might ask)in the campaign but it still works. The simplicity of the bold coloursblends with the very little ‘action’ happening in Frooti’s hoardings and Instagram posts. The film takes the risk to a higher level by giving SRK negligible screen time but I feel the client (Parle’s CMO Nadia Chauhan,who recently parted ways with Creativeland Asia which had the Frooti account for nine years) is not complaining, as the giant mango hogs all the attention. The mini figurines, deftly animated, give the film a whimsical feel with minimal chaos on the screen. The SRK figure appears last (I only got it on second viewing) and brings in a new, risqué jingle. If all goes well, Nadia and co. will hope the innuendos behind ‘suck it’ and lick it’ will go viral, thanks to the average Indian Whatsapp-usingmale. The larger communication seems to be ‘the Frooti life,’ as SRK mentions towards the end of the film, and this life involves hula-hooping mangoes, hugging figurines, elephants, hearts, carts, trees and more assorted Indian elements, all around giant mangoes or Frooti packs. As an integrated idea, it seems to have rolled out beautifully across platforms. Lastly, the typeface on the new packaging, work by design consultancy Pentagram,is the brand’s biggest departure, and for me, the ‘big stamp’ look works. Also, if many consumers are bothered by it, it only means they love the brand. PS: All that said, my favouriteFrooti campaign remains ‘DigenVerma!’ (To watch this film,feed this link in your browser - bit.ly/ViewTube_30Mar15) Social Newsfeed Your regular dose on the shifts in the social media universe Instatakes down artist’s menstruation post ‘I bleed every month to help make humankind a possibility,’ an upset RupiKaur wrote to Instagram last week. Amidst vocal debates on freedom of expression and Internet curbs, Instagram’staking down of the artist’s post – a girl lying in a bed with a very visible patch of blood on her backside –has sparked the social media again. We didn't now Instagram’s India peoples were conservatives too, for the said post does not really tick off any of the network’s ‘do not post’ policies such as nudity or offence to any group. At a time when a small group of people are fighting against stigmas around menstruation (aside – check out P&G’s Touch The Pickle campaign), this is unnecessary from the Facebook owned photo app. Don't give it to stereotypes of a misogynist society, Insta, you could do better with the power you wield. Mohan Bhagwat likes this When Twitter took on Arnab This was a week when Times NOW news honchoArnabGoswami was back among raging timelines (not just for the usual 9 pm noise). Firstly, a motley bunch of Twitteratis (Buzzfeed India editor, a stand-up comic among others) met the man in what seemed to be a round table. Apart from a selfie, I don't quite see what the point of that meeting was. This was proved when on the evening of India’s depressing defeat to Australia in the World Cup, Goswami and his channel went hammer and tongs after Dhoni and his boys, enraging the already upset cricket fan. Thing is, Your Channel began its ridiculous programming around 6 pm, immediately triggering the outrage, but there was absolutely no attempt by Arnab to tone down the finger-pointing rhetoric on his 9 pm show.One piece of free advice Mr AG: Since you’re not on Twitter, hire someone to go through trends and gauge the mood to avoid shame. Cricket fans likes this And Whatsapp took on Anushka Sharma And like I’ve said, every good incident on the social webthese days leads to an equal and opposite embarrassing incident. Blaming Anushka Sharma for Virat Kohli’s poor showing for team India was first pioneered by some idiotic chauvinist teen last year or so, but it seems there are many who’ve took on the mantle. Minutes after Kohli’s poor dismissal in the semi-final, the lame jokes and forwards began percolating the social webs, most of them inanely accusing the lady while some being plain obscene. Whatsapp of course was at the forefront of this, being the go-to medium these days for the MCP. Thankfully, many Bollywood ‘thinkers’ (LOL) stepped up and defended their colleague from this nonsense. The real winners of course were news websites and listiclesites. Nobody likes this
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