Sophie Chen
Mar 19, 2013

Parle Agro dances with actor Saif Ali Khan in campaign for Appy Fizz

MUMBAI - Parle Agro, a private food and beverage company in India, has launched a national marketing campaign for Appy Fizz, one of its brands, featuring the brand ambassador, Saif Ali Khan, hanging out with the drink in his dream.

In the 50-second TVC, created by Creativeland Asia, Appy Fizz walks into Khan’s dream of a dance sequence to a peppy Bollywood number ‘Mein Khiladi, tu Anadi’. The actor first felt annoyed, but finally enjoyed their hangout together.

“Over the years, Appy Fizz has always been about hanging out,” said Sajan RaJ Kurup, founder and creative chairman of Creativeland Asia, who is also the director of the film. “This year, we wanted to take him beyond the realms of the usual hangouts. So, we showed him hanging out in the dream of Saif Ali Khan. We thought it would be fun to put them in a typical Bollywood dance sequence. The song was a cult hit in the 90s. We kept the humour, the quick-wittedness and the quirks that have come to be associated with the brand.”

Apart from the challenges that come with a live action-animation production, Kurup told Campaign Asia-Pacific that the biggest challenge every year is to keep the communication for Appy Fizz interesting, funny, relevant and unpredictable for the most demanding target audience – the youth.

“So, be it the TVC, the on-ground activities or the conversations we engage in with our followers on social media, we have to keep it edgy, cool and fresh. And that’s the everyday challenge,” he added.

The TVC will run for eight weeks, while the campaign, launched early last week on Twitter and Facebook, will run until the end of summer. The hashtag, #SaifNFizzhangout, has created buzz on Twitter timelines of over 4.55 million users, received nearly 40000 tweets, and added 200 per cent new followers so far.

Creativeland has also redesigned the packaging of the can variant of Appy Fizz to provide fresh content for its young and loyalist consumers.

The brand’s newly designed microsite comes with witty one-liners, an interactive chat window for consumers to engage with the brand, notes on the art of mixology, and ‘The Universe’s Most Ridiculously Awesome & Magnificent’ hangout guide, providing recommendations for Appy Fizz fans to hangout in cool styles at parties, photos and sticky situations.

The campaign is also supported by a blog ‘Fizzy logic’, a ‘Fizz’ video channel, and branded merchandise and accessories.

This is the fourth TV spot for Appy Fizz. Creativeland Asia also created another three TVCs for the brand in 2012, including ‘Interval’, ‘Changing Clothes’ and ‘Show off’.

 

Credits
Creative agency Creativeland Asia
Director Sajan RaJ Kurup
Production ESTD (Easier Said Than Done) films
Visual effects & animations MFX in Kuala Lumpur

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