India’s first sparkling fruit beverage, Parle Agro’s Appy Fizz brings Priyanka Chopra onboard
Brings on board the Bollywood and now Hollywood sensation as part of its new repositioning
New Delhi, After a decade since its inception, Parle Agro’s Appy Fizz has been repositioned as a very bold, memorable and a cult brand. The invigorated brand identity showcases it in a far more edgy and intriguing personality. The brand has also associated with Priyanka Chopra as its new brand ambassador who fittingly comes on board, highlighting the brand values of the new Appy Fizz.
Since its launch, the brand has been considered to be quite intriguing owing to the packaging design and the bottle structure being widely accepted by the consumers. The new image is personified with a new campaign imbibing the values of being mysterious and intriguing exuberating confidence and the right attitude which is highlighted in its visual identity, communication and packaging design. The evolution aims to make it more contemporary and solid and help the brand scale itself to the next level.
Appy Fizz has not only created the category in the country but also continues to be the market leader. Year after year, the brand has seen double digit growth without much push on advertisements and marketing and has become a phenomenal success.
Commenting on new campaign, Nadia Chauhan, JMD & CMO, Parle Agro Pvt. Ltd. said “Today consumers are increasingly becoming conscious of what they are consuming and Appy Fizz has always maintained an aspirational imagery. Keeping this in mind, we have repositioned the brand to up its attitude and become edgier, bolder and sexier! Priyanka as a brand ambassador seamlessly fits this persona. We strongly believe that this collaboration and the new look of Appy Fizz will help reinforce the drink’s command and remain a leader in what will be an approximately INR 3000cr fruit-based carbonated category in five years.”
Taking dramatic elements to create a bold, adventurous commercial that would perk interest amongst anyone, Priyanka draws parallels to the new avatar of Appy Fizz, a bold, edgy and intriguing drink, imbibing the attributes of today’s youth. When combined with the bold red, black and white colors that the brand already held equity in, these “fizzing” circles create a memorable visual language which is being utilized over many platforms giving the 360 degree campaign an easy recall value.
In the new television commercial, Priyanka Chopra is seen willing to take bold, adventurous actions in order to stand out from the crowd. With a confident attitude she asserts how she would like things to be. While shooting a regular, lackluster advertisement, she decides to take things into her own hands and tells everyone what really goes in making a good advertisement.
Creative agency, Sagmeister & Walsh came onboard for the new Appy Fizz TVC campaign. The brand has strived to remain bold and unconventional with out-of-the-box marketing and creative strategies. The television commercial was directed by Julien Vallee & Eve Duhamel and produced by Mathieu Dumont of Sailor Production. The music was developed by one of Bollywood’s best, Amit Trivedi.
“The new campaign for Appy Fizz visualizes carbonated bubbles through different sized circles which come to life through animation in digital and TVC platforms. We worked with Priyanka Chopra for the TVC to create a bold and visually memorable film for Appy Fizz. In the TVC Priyanka “sheds” the sweeter image of the brands past for a new, bold, sexier attitude that the brand will hold in campaigns moving forward,” added Jessica Walsh, Partner, Sagmeister & Walsh.
About INR 70 Cr. is being invested across a strategic mix of media vehicles with television playing the lead medium for the campaign with an aggressive focus on digital marketing. The campaign will be supported by an extensive outdoor, print, and a cinema plan.
About Parle Agro:
Parle Agro Pvt. Ltd. is the largest Indian food and beverage company. Today, it is a ‘2,500 Cr organization’. It is known as much for its diversification into the Foods sector as much as it is for its leadership in the Beverages sector. It operates under four business verticals: Beverages (Fruit drinks, Nectars, Sparkling drinks and Carbonated soft drink), Packaged Drinking Water, Foods and PET Preforms. Each of these verticals operates as independent entities. As a part of their penetration strategy, they have also set-up an exclusive division for Beverages in the RGB format.Over the last few years, their infrastructure has grown to 76 manufacturing facilities both in India and overseas, and has developed a widespread network of 4,250 channel partners that cater to more than 10 lakh outlets in the country.
They cater to the mass market with brands like Frooti, Appy, Appy Fizz, Frio, Dishoom and Café Cuba. Frooti has been the pioneer in the fruit drinks segment and today enjoys market-share of 85% and 33% respectively in the Tetra Pak and PET categories.Appy is the undisputed market leader in the apple nectars category with a market share of close to 70%. Appy Fizz completely owns the category of sparkling fruit based drinks.