Total Pageviews

Showing posts with label Frooti. Show all posts
Showing posts with label Frooti. Show all posts

April 21, 2013

chat about Frooti new Advertisement

 
Ashwini Sikka
"THE MAGIC OF FROOTI"
Heard the song playing at the background of frooti ad. with very catchy tune .............but most importantly the lyrics too are sweet...... :)
These lyrics are not garbage .....tried to find out and decipher. They are a mix of Japanese, Spanish, Swedish, Hindi, Italian words.
Lyrics:

" Aamaletiya stavin crata pile pila

Aamaletiya merlucchiya pile pila

Inlorpotamanta tora tut tut tiya

Less so less in nina amichiya strala

Aamalitiya stavin crata pile pila

Aameletiya merlucchiya pile pila

Aamalitiya stavin crata pile pila

Aameletiya merlucchiya pile pila

Aamalitiya stavin crata pile pila

Aameletiya merlucchiya............"

Meaning : Beautiful and lovely mango, to us highly starving people, you will act as pile of batteries to recharge, Beautiful and lovely mango, you are partly wicked, you will act as pile of batteries to recharge, We are salivating greatly agreed, from unpleasant fighting people, we become happiest person in the world, As it is getting over, like a little girl, it is emitting eternal love, Beautiful and lovely mango, to us highly starving people, you will act as pile of batteries to recharge – for the Beautiful and lovely mango, you are partly wicked…
 
Glossary:

Aam: Hindi, Mango

Letiya: Urban Lingo, Beautiful person, lovely heart

Stavin: Short for starving

Crata: French, might/strength

Pile: Spanish, batteries

Pila: Italian, Pile

Mer: An affix meaning “part”, used in chemistry

Lucchi: Hindi, wicked

Lor: Singapore Lingo, Agree

Pota: Uraban Lingo, Salivating

Manta: Spanish, Great Size

Tora: Japanese, Quarrel

Tut-tut: Urban Lingo, Disapproval

Tiya: Urban Lingo, Happiest person in the world.

Nina: Spanish, Little girl

Ami: Italian, Love

Chiya: Japanese, Eternal

Strala: Swedish, To radiate light

Chat

Dr. M. Anil Ramesh: Point well taken Ashwini Sikka. Words are not garbage. Remember the KISS Principle. Till you told me I never realized the meaning of those words. Delving on the other side. Always enjoy the mango in its natural form. The best Banginapally or a Rasam (types of mangoes) is 1000 times better than any Maaza or a Frooti. Maaza or Frooti are a mishmash of all types of mangoes and more than a generous potion of sugar. They are 90% sugar and very little mango. That is what they are- dreams being marketed as life style.
 
Ashwani Sikka: Absolutely true! sir, Indeed Maaza/Frooti or any other artificial drinks rich in HFCS (high fructose corn syrup) bears no comparison with natural fruit juices, such drinks are the main cause for Obesity n type II diabetes. Deceptive T.V commercials use NLP (Neuro Linguistic Programming) and other techniques to design their ad. that plays with mind (both consciously and subconsciously) thereby inducing the respective targets to buy their stuff, good or bad who cares! that what Marketing is these days..... As well as the above advertisement is concerned, I find the ad.'s storyline quite simple{the energy drink made of real mangoes, targeting both children and grown-ups that tempts them to quench their thirst and charge their batteries up after an exhausting football practice session etc., that is what the Jingle says} irrespective of the Jingle. The storyline mingles with the Jingle when one knows the meaning :) Still don't know why the hell they used the multilingual Jingle. :)

Dr. M. Anil Ramesh: you write well. Either write on your own or write and mail me. I will publish it from my blog but would give you credit, just like any newspaper.
The point is only Shah Rukh is drinking and not any of the kids. It would have been better if the kids were shown drinking or if Shah Rukh allowed the kids to drink it from his bottle. Sampling you know!
Ashwini Sikka: Shah Rukh khan shown drinking not the kids is just because to give way to temptation... Sir that is where NLP play its part. The message decoded using NLP arises an unsatisfied desire (here to drink Frooti) in the subconscious mind which induces the subject(s) to buy "Frooti", that is the secret behind the "The Magic of Frooti"

Dr. M. Anil Ramesh: Accepted Ashwini Sikka. Know the concept of NLP but check out any great campaign. They all show the users sampling and enjoying the products. The idea is to make them try it out. In the advertisement itself.

Sikka you should do MA Psychology. Great insightful thoughts. On second thoughts a PhD in consumer Psychology would be even better. Try out Kellogg’s or Princeton. All the best.

Ashwini Sikka: Thanks you! Mentor.

New advertisement from Frooti, Parle’s Agro featuring Shah Rukh Khan


The latest Frooti campaign christened " the magic of Frooti" is different from the earlier campaigns. Frooti is the home grown challenger for the Coca-Cola’s Maaza in the mango juice category. Incidentally both Maaza and Frooti belonged to Parle’s Ramesh Chauhan.
 
Chauhan made the biggest marketing mistake in the corporate Indian history when he sold Limca, Thums up and Maaza brands to Coca-Cola. That too at a very low price. Well that how life pans out.
Even when Maaza and Frooti were with the Parle group the positioning was very clear. Frooti was seen as a children drink with its funky tetra pack. Maaza was more an adult drink for drinkers in the 20 plus category.
Frooti has come a long way. It did the very innovative Digen Verma campaign. It experimented with the ultra-small tetra pack of 65 ml costing Rs 2.50/-.  But lately Frooti realized that it needs to move away from its predominantly tetra pack, child targeted positioning.

So in comes the funky new bottle of Frooti. To get the eyes balls and for increased visibility Frooti brought in the darling of the masses – Shah Rukh Khan. So far so good. But the latest advertisement campaign "the magic of Frooti" of Frooti leaves the viewers bemused and confused.
 
 
The advertisement opens with Shah Rukh Khan hungrily gulping down a Frooti. He is watched by many footballers including some very young children. The young children are salivating but Shah Rukh Khan keeps on gulping down the Frooti. He drains the bottle and the crowds of footballers come out of their stupor. They break out into huge grins (what for?). The final shot of the advertisement is that of the football toppling a full Frooti bottle.

This is a classic case of a creative running wild. There is no story line. No emotional connect or a nice jingle to remember and hum. Shah Rukh is totally wasted and Frooti is alienating its core customers – the young children. If the ideas was to attract new customers (making Maaza drinkers to shift to Frooti) the ideas is still born. Maaza drinkers are not given solid enough reasons to shift from Maaza to Frooti. Frooti Definitely need to rethink its creative strategy.