Parle Agro is now using the online medium to reach out to its target audience. The campaign is created and conceptualised by a Mumbai-based advertising agency, CreativeLandAsia.
Appy Fizz and newly launched grape drink Grappo Fizz have a micro site appyvsgrappo.com, where Appy Fizz and Grappo Fizz are portrayed as political characters with their own parties, called 'The All India Hip-Hop party' of Grappo Fizz and 'The Awesome party of India' of Appy Fizz.
The website claims that Appy and Grappo are fighting an election of friendship and visitors to the website can side for any one of them to become their friend. Visitors have to caste their vote in favour of any one and join the group.
The website indicates that there is a close competition between the two drinks as Grappo Fizz has got 589 votes as compared to 555 votes for Appy Fizz.
Sajan Raj Kurup, chairperson and chief creative officer, CreativeLand Asia explains that the idea behind the campaign was to create bonding between these drink brands and their target audience, which is represented by anyone who is light hearted, youth oriented and fun loving.
In line with this, the agency has also created brand pages of Appy Fizz and Grappo Fizz on Facebook.com, where Internet users can join as fans or friends and interact with these brands by posting messages on the walls of their Facebook brand pages.
The agency has created a banner ad campaign and also started using search engine marketing to drive traffic to the micro site. The banner campaign is running on websites such as Rediff.com and Cricinfo.com. OMD India is handling the media duties of the campaign.