Frooti relaunched

Parle Agro has launched an aggressive marketing campaign to reposition its mango drink Frooti as a more contemporary youthful brand. Creativeland Asia has worked on the repositioning which will has seen a repackaging for the mango drink, created in-house by the agency.

The ad focuses on the concept of 'Why Grow up' with all age groups enjoying Frooti.

All the slurping sounds are edited in a way that lends itself to a rhythm. The ad ends with a sign off saying: 'Why grow up?'

Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia, began the repositioning by having an extensive look at the market, the target consumer and new values.

The TVC has been shot by Prakash Varma of Nirvana films. The film was edited in VHQ, Singapore and the sound design for the commercial was created by The Gunnery in Singapore.

The new Frooti packaging will now carry new Mango Emoticons, which the agency has termed Mangoticons.