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BEVERAGE

Parle Agro launches Appy Fizz’s first mktg campaign worth Rs 100 crore
Friday, 11 May, 2018, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Parle Agro, the largest Indian beverage manufacturer, has launched its new #FeelTheFizz marketing campaign for its brand Appy Fizz with a budget of Rs 100 crore. This will be the first campaign for the brand, featuring its new brand ambassador Salman Khan.

The new campaign, which builds on the need for the brand consumers to own their fizz, is targeted towards the youth across India. It is a part of the overall strategy of the company, which is targeting a turnover of Rs 5,000 crore by the end of 2018, as well as building the Fruit plus Fizz category to Rs 4,000 crore over the coming years.

With Appy Fizz, Parle Agro’s fastest growing brand, it is looking to step up its foothold in the Indian beverage space and continue to be the leader in its sub-category.

The Rs 650-crore brand has been a market leader in the category of Fruit plus Fizz drinks, and 2018 will see one of the largest marketing budgets allocated to the brand since its launch, aiming to further strengthen the brand’s connect with millions of consumers across India.

Speaking about the new campaign, Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro, said, “With the new #FeelTheFizz campaign, the target is to further increase the double-digit growth Appy Fizz has been consistently seeing, over the past few years, while strengthening its leadership in the Fruit plus Fizz category.”

“Salman Khan, as the face of the brand, plays a critical role in achieving the aggressive vision we have set out for the brand and the category it has created. Driving scale in distribution, recall and preference are the key brand objectives for the brand in 2018,” she added.

Sagmeister and Walsh continues to be the creative agency on board, while the TVC is produced by 1st Ave Machine, New York, and directed by Morgan Harary.

“We continued to build on the #FeelTheFizz story line, while pushing the boundaries of being bold, edgy and confident, core attributes of Appy Fizz as well as its consumers,” stated Jessica Walsh, partner, Sagmeister and Walsh.

With the aim of increasing distribution and penetration across the country, Parle Agro shall this year also be introducing the new Appy Fizz 160ml PET bottle stock-keeping unit (SKU) priced at Rs 10. The new pack shall also feature the image of Salman Khan on its packaging and is manufactured at Parle Agro’s newest manufacturing location at Sitarganj, Uttarakhand.

Parle Agro, with brands like Frooti, Appy, Frooti Fizz, Appy Fizz, Bailley, Frio, Dhishoom and Café Cuba, cater to the mass market. It has 76 manufacturing facilities, both in India and overseas, and has developed a widespread network of over 5,000 channel partners that cater to outlets 14 lakh outlets in India.
 
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