Two Decades of Frooti

Twenty-five years have passed since Parle Agro introduced the drink Frooti in 1985 and entered the fruit beverage market. It natural choice of flavor for Fruit was the most loved fruit in India, mango. India has a large craving for the fruit mango and for Parle Agro it was without a doubt their first flavor. Parle Agro partnered with DaCunha Communications to create Frooti. The launching budget of Frooti was twenty lakh and more than half of it was spent on television advertising.

“Mango Frooti… fresh n juicy” was the tag line that immediately put Frooti in the market, but more importantly is the packing of the drink. Parle Agro with their partners decided to make their packing different. While most cold drinks were packaged and sold in glass bottles, Frooti was packed and sold in tetra packs. The biggest advantage tetra packs had over glass bottles was its mobility. Frooti could be carried around much easier than glass bottles. It was fortunate for Parle Agro that their partners had previously worked for Amul who were already using tetra packs for their milk products.

The first advertising of Frooti focused on the packing. The audience was amazed with a drink that one could punch a straw in and walk around with it. People came to cities to take away cartons of the drink.

As Frooti advertising developed a lot of fun and cool ads were created. Advertisements used pretty girls in mini-skirts, hula-hoops, use of CG and people diving into a pool of Frooti. Local Publicity stunts as such as Frooti hanging from trees which people could pluck were done. In 2010, Frooti revamped themselves and created a new advertising campaign called the ‘Mango Surprise’. Giant mango were dropped from trees and rolled down roads on unsuspecting pedestrians. These moments were captured by hidden cameras and edited to create TVCs.

After twenty five years Frooti still holds a leading position in the mango fruit market. Frooti is continuously embarking on new campaigns to adapt to the changing consumer, yet their core brand value of being a cool and fun drink has not been lost.