Awards > Winners

Client	PARLE AGRO
Product	MANGO FROOTI DRINK
Entrant	CREATIVELAND ASIA Mumbai , INDIA
Type of Entry	Integrated
Title	MANGO SURPRISE
Product/Service	MANGO FROOTI DRINK
Entrant Company:	CREATIVELAND ASIA Mumbai, INDIA
Advertising Agency:	CREATIVELAND ASIA Mumbai, INDIA
Credits

Name	Company	Position
Sajan Raj Kurup	Creativeland Asia	Chairman and Chief Creative Officer
Vikram Gaikwad	Creativeland Asia	Executive Creative Director
Anu Joseph	Creativeland Asia	Creative Director
Shirin Johari	Creativeland Asia	Art Director
Nivedita Deshmukh	Creativeland Asia	Art Director
Sajan Raj Kurup	Creativeland Asia	Copywriter
Anu Joseph	Creativeland Asia	Copywriter
Anjali Khanchandani	Creativeland Asia	Account Executive
Jay Gala	Creativeland Asia	Account Supervisor
Michael Nadar	Creativeland Asia	Art Director
Prakash Verma	Nirvana Films	Director
Nadia Chauhan	Parle Agro	Advertiser's Supervisor
Madhur Pandey	Parle Agro	Advertiser's Supervisor

Describe the campaign/entry:

Frooti, one of India's largest selling mango drinks, wanted to reiterate that it was made of real juicy mangoes. It is popular across Socio-economic segments from small towns to big metros in India. We had to find an engaging idea that cut across target segments and could be enjoyed by all. The market is saturated with conventional juice/beverage TVCs. We attempted something completely unconventional. We decided to scare, shock and surprise people with big mangoes up close and personal in a way that they will not forget for a long long time. We came up with the Mango Surprise Project.

Give some idea of how successful this campaign/entry was with both client and consumer:

Sales and buzz are the measures of success. Sales during the activity went up by a whopping 100%. Frooti retained its market leadership by a huge margin. The campaign created unprecedented buzz and word of mouth around the brand. It generated PR worth approximately Rs.15 million across the internet, social media, newspapers and television. The footage generated during the promo was edited into the brand's TV commercials and other branded entertainment content.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The Mango Surprise Project was executed in 3 parts: 1. Mango Surprise (Live) pranks were played on people across cities. We dropped giant mangoes from trees and rolled 8-foot mangoes down sloping roads on unsuspecting pedestrians. We scared, surprised and caught their attention. 2. The 'Prank Anchor' then went to the 'Victims', told them how Frooti was made from real mangoes and made them sample it too. 3. These moments were captured on hidden cameras and edited it to create the brand's TVC, Viral and branded entertainment content. We played over 600 juicy mango pranks across 30 cities.