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Festival of Creativity
26 - 28 September 2018




Advertising Agency:CREATIVELAND ASIA Mumbai, INDIA
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.