MUMBAI: Summer is the time for cooling down with chilled fruit juices and what better way to do it than with the evergreen favorite 'Frooti'. To bring this delicious drink closer to the audience, AdzEdge has set in motion an outdoor campaign for 'Frooti' which is one of the leading brands of the country and the strongest brand from the stable of Parle Agro.

The campaign has been rolled out in Chennai, Hyderabad, Vizag and Vijayawada from the start of this month and will be on for the next 21 days.

The objective of the 'Frooti' campaign was to have a wide choice of outdoor media across all four cities and the AdzEdge team identified relevant locations across the Southern cities that met the brand's objectives and executed it accordingly.

The campaign required extensive research on the penetration levels to identify the target areas to reach out to the maximum spread and hence make the brand 'Frooti' omnipresent. As the AdzEdge team had a wide choice of outdoor media to choose from, the team researched and planned the perfect media mix for the campaign which included prominent billboards across major locations in the city, bus shelters, wall brandings and railway station branding creating several effective touch points to attain maximum reach, top of mind recall and strengthen the brand image.

With the cola and juice wars heating up with the summer sun, it was a big challenge for the team to establish the brand in this very competitive market and also position the product as one amongst the best. The campaign and its execution has received a very positive response from the target audience and accolades from the brand team.

Commenting on this initiative, Anirban Ghosh, senior vice president, AdzEdge, said, "It is a very proud moment for AdzEdge (West) team as it rolls out the outdoor campaign for one of the most well-known household brands in the country that is also a pioneer in mango drink category - 'Frooti'. Our strategic approach towards the campaign to reach out to the maximum target audience, right from the brief given to us to the final execution was absolutely specific to the objective. Using proper planning technique and seamless implementation of the plan made all the difference and hence gained the confidence of the client.

Ghosh concluded by saying, "The repeat success with excellent TAT has added to the team confidence and we will endeavour to deliver such excellent results in future projects as well."

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