Fresh N Cold

Frooti - A product that has satiated Indian consumer's craving for mango

In 1985 when Parle Agro decided to enter the fruit beverage space, a mango drink was the natural choice. "Indians' love for the fruit is well known and when we decided to get into the fruit juice business we were sure it will be a mango drink," says Prakash Chauhan, chairman, Parle Agro. A product that could satiate the Indian consumer's craving for mango beyond the season of plenty. Parle Agro partnered with DaCunha Communications to give birth to Frooti. The launch budget for Frooti was approximately Rs 20 lakh and most of it was spent on TV communication.

While the "Mango Frooti....fresh n juicy" line was a big hit, Sylvester da Cunha, chairman, DaCunha Communications says, "A mango drink was an immediate hit, but the hero of the story was the pack." Tetra packs were unknown to the Indian subcontinent, "Cold drinks were sold in glass bottles to be returned after consumption. But you could carry the tetra pack with you, it was a new thing to do," says Mr. Chauhan. Nadia Chauhan, joint MD and CMO, Parle Agro recounts the tale. "We had seen tetra packs when we had traveled internationally and decided to bring in that to launch Frooti," she says. Luckily for Parle Agro DaCunha's used to work with Amul who were already using tetra packs for their milk products. Soon Parle Agro got tetra pack on board and rest as they say is history. Even today Parle Agro remains the largest customer for tetra pack in India.

The early ads of Frooti were all about informing the customer. "Nobody had seen anything like that, where you could punch a straw into the pack and walk away with it. We launched Frooti with a lot of local gimmicks, there were packs of Frooti hanging from trees which people could pluck. In stores standees, promotions were very eye-catching and the curiosity that the pack generated was overwhelming. People who travelled to Mumbai were seen carrying 4-5 cartons of Frooti with them back home. Point of purchase was the singular most important thing for Frooti and the drama we did there got us all the attention. We also did school launches for the brand and every major school in Mumbai stocked Frooti in its canteens," recalls DaCunha.

Brodan's Smile: Woe is me...

Inspired by Roo's blog.http://dearhsdogblog.blogspot.com/ We proudly adopted Brodan from the wonderful staff @ the Barrie,On. SPCA 01/24/11. Brodan now lives with my wife & I. Brodan's father was a German Shorthaired Pointer and his mother was an American Pitbull. He is now 7 yrs old. Faster than a cheetah & more powerful than a locomotive. Little known fact about Brodan, he actual likes cats. ...things just aren't the same around here. Dad's gone on a journey across the states and didn't even consider taking me with him. Imagine that! Here I am at home with mom. It's not all that bad...she plays frisbee with me, throws my squeeky ball and tucks me in at night. Guess what? She even has a countdown on the fridge calendar so I know when Dad's coming home!!!!!

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