The product will be Tetra-pack Frooti, easy to drink
-The pack had new splash graphics in samesignature green & orange colours with Flip top and taglinewas changed to ‘Frooti-Just like that’.
The typical college going crowd hung out at thecanteens, Bus-stops, local trains, restaurants etc. so thepromotions are to be extensively carried out in theselocations as a part of which many popular teenage jointssuch as restaurants, movie theatres, buses and local trainswere flooded with catchy posters asking ‘Where can youfind Digen Verma on Saturday nights?’ or ‘What is DigenVerma’s favourite serial?’ etc.
The promotion was done using a nationalidentity ‘Digen Verma’ who was some sort of a role modelwhom others could relate to. The campaign was highlyinnovative and creative so it build a hype over themysterious character. The campaign included Televisioncommercials, outdoor media campaigns, offline promotionsand online advertising campaigns.
Rationale behind the ‘ Digen Verma ’ campaign :-
The rationale behind this campaign was very effective, it is asfollows:-
Create hype in the market
- the teaser campaign stirredtremendous interest and build hype around the brand-ambassador as a result a lot of movement was createdaround the brand .
- Something mysterious always capturesthe attention of the people, so to draw the attention of theyoung crowd towards the long-forgotten Frooti, Digen Vermawas presented as a role model.
Inconsistent image of the celebrities
- The image of acelebrity is always short-lived so there are chances that it