Mar 12 2012
Creativeland Asia’s Kurup said, “I’m glad we have been able to design a campaign that preserves the sanctity of Appy Fizz communication over the years and yet build in a popularity factor through Saif Ali Khan as a celebrity cast…”
Parle Agro’s sparkling apple drink brand Appy Fizz gets some star power for the first time in the form of Saif Ali Khan. The campaign has been created by Creativeland Asia and directed by Sajan Raj Kurup, founder and creative chairman. The first TVC, which is currently on air, is set in Khan’s personal pad, where his friends are lounging. The actor enters the room and opens the fridge, and is startled by an enthusiastic Appy Fizz (in the now familiar animation of the bottle) who jumps out. Some friendly banter ensues between the two, as Appy Fizz tells the friends that he and Khan have done many films together. When a puzzled Khan asks him when that happened, Appy Fizz jokingly reminds him he was always present in the intervals at the popcorn and drinks counter. The tagline stays: “A cool drink to hang out with”. Asked about why the brand needed a celebrity in the new campaign, Nadia Chauhan Kurup, joint managing director and chief marketing officer, Parle Agro, said, “We have recently invested in a large expansion of our infrastructure across the country. Be it in terms of sales and distribution infrastructure or even factory infrastructure. Secondly the extremely encouraging stable growth of the brand has led us to give it a big boost this year by bringing on Saif as one of Appy Fizz’s friends. Making the brand even more aspirational and bringing a greater sense of relatability through a well-known star.” She added, “We are looking at huge penetration with the brand this year across the country and hence we have also brought down the MRP of our 300ml pack from Rs 18 to Rs 15. This too was done to expand our brand’s consumer base. We are expecting to grow the brand’s distribution by 40% this year.”