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MARKETING

Parle Agro’s Appy Fizz urges consumers to rise up with summer campaign
Friday, 15 March, 2019, 15 : 00 PM [IST]
Our Bureau, New Delhi
Indian Beverage major Parle Agro has launched a new summer campaign for its fastest growing brand, Appy Fizz. The new campaign urges consumers to #FeelTheFizz by rising up and following their passion.

With a marketing spend of Rs 75 crore, Parle Agro has adopted a hyper-local marketing strategy with various initiatives to further connect with the consumers across India.

With nearly 99 per cent market share in the sparkling fruit drink category, Appy Fizz’s new brand campaign will play a pivotal role in consolidating Parle Agro’s foothold nationally, with Bollywood actor Salman Khan as the brand ambassador and Jr NTR as the brand ambassador for the southern markets.  Appy Fizz has commenced its marketing campaign, starting from March 2019, and further continuing its communications throughout the year.

Commenting on the announcement, Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro, said, “Appy Fizz, a Rs 740-crore brand, has grown by 70 per cent in the last year, witnessing this phenomenal acceptance from consumers has fuelled our desire to chalk an aggressive marketing strategy and build this category to Rs 4,000 crore. Both Khan and Jr NTR have a huge fan base that will help us connect with our consumers and actualise this feat.”

Conceptualised by Parle Agro’s creative partner, Sagmesiter and Walsh, the 360-degree campaign will speak out to the young consumers, encouraging them to unleash their true potential and #RiseUp while achieving their goals in life.  

Sharing his thoughts on the continued association, Khan said, “The new campaign is as exciting as the brand Appy Fizz. It resonates my belief of rising up in life like the bubbles in Appy Fizz. I am sure my fans will love this new campaign as much as the previous one.”

Speaking on the campaign, Jessica Walsh, partner, Sagmeister and Walsh, said, “For Appy Fizz, we have always maintained the intriguing communication strategy, connecting with consumers across the country. Both the brand ambassadors have good screen presence and seamlessly blends with Appy Fizz’s bold and edgy persona.”

While Khan will be featured in all mediums, including television, print, digital and OOH (out-of-home advertising), Jr NTR will be seen in all print and OOH communications in South India.
 
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