FROOTI | THE CRAZY MANGO FUN
OBJECTIVE
To create an engaging campaign that brings alive the mischief and child-like fun that India's largest selling mango drink, Frooti, has been synonymous with for over 25 years.
SOLUTION
We created a full-fledged televised mango-themed reality gameshow called MANGO SLAM BAM where consumers could interact and get a firsthand experience of the child-like fun Mango and Frooti stand for. Over 150 young-at-heart contestants between the ages of 15 and 60 years participated in the gameshow which lasted for seven days. Every day, winners were crowned the Mango King or Queen and awarded a grand prize. We captured all the wild and crazy moments and used this footage as branded entertainment. This also became the content for over 30 Crazy Mango Fun TV spots, online videos and games.
RESULT
Frooti sales increased by 112.5 million packs, 18% over the previous year's sales of 625 million packs.
Generated PR worth Rs. 15 million across 35 publications and channels.
Crazymangofun.com recorded 450,000 'Likes' and over 1.6 million Page Impressions.
Over 50,000 pictures uploaded onto the site.
Facebook fan base crossed 100,000. The games were played over 2 million times.
Frooti retained its No.1 position.
CREATIVE ABBY AWARD AT GOAFEST | SILVER
The GoaFest ABBY Awards are one the biggest Ad awards in India.
campaign board
case study
concept and sketches
A mango-themed gameshow with contestants being put through various fun mango tasks in a real gameshow setting with life-sized props and massive rigs. With eight cameras set up, the unsuspecting gameshow contestants participated in the games whole-heartedly while being themselves. The branding came in the form of Frooti which was given to the contestants to refresh them as soon as they were done with the game.
Games explained:
Mango Fatka - Run across floats while avoiding giant swirling mangoes.
Mango Rodeo - Hold on to a mango-shaped rodeo that spins wildly in every direction.
Pluck-a-Mango - Jump and pluck mangoes from tree made of velcro, wearing a mango velcro costume.
tv: 30sec
